Investigating the Impact of Omni-Channel on Loyalty Intentions of Customers in Presence of Retail Shopping Experience in Hyderabad

Abstract: This study investigates the "Impact of Omni-channel on Loyalty Intentions of Customers in the Presence of Shopping Experience in Hyderabad." The research aims to understand the interplay between collaborative marketing practices, customer satisfaction, and customer loyalty in an omni-channel retail environment. Data was collected from 200 respondents through questionnaires to explore the demographic factors, factors of collaborative marketing practices, and their influence on customer satisfaction and loyalty intentions. The findings reveal positive correlations among collaborative marketing variables and underscore the significance of Sales Promotion and Price Collaboration. The study establishes a significant impact of collaborative marketing practices on customer satisfaction and identifies their indirect effect in the presence of an omni-channel experience. Moreover, customer satisfaction significantly influences customer loyalty towards omni-channel retail. The study offers suggestions for businesses to implement effective collaborative strategies and prioritize customer satisfaction to foster stronger customer loyalty. Understanding these dynamics is vital for businesses seeking sustainable success in the competitive omni-channel retail landscape in Hyderabad.

Keywords: Omni-channel, collaborative marketing practices, customer satisfaction, customer loyalty, retail environment, Hyderabad.