Unveiling The Significance of Omnichannel: Exploring The Impact Of Retailer's Identity Attractiveness On Customer Retention

Abstract

Grounded in the Push-Pull-Mooring (PPM) theory of migration, this study employs the PPM model as a pivotal framework to investigate the dynamics of omnichannel retailing. The primary aim is to advance our understanding of omnichannel strategies and their role in fostering a strong customer base to promote customer retention. This research explores the autonomous components of omnichannel, with specific emphasis on the intervening factor of Pull, which is represented by the concept of "Retailer's Identity Attractiveness." The findings of this study highlight a positive correlation between omnichannel practices and customer retention, emphasizing how systematic employment of omnichannel strategies can lead to increased sales profitability and enriched shopping experiences. Furthermore, our investigation reveals that "Retailer's Identity Attractiveness" acts as a mediator, offering partial insights into the impact of omnichannel strategies on customer retention. In summary, this research illuminates how retailers can harness omnichannel approaches and the appeal of their identity to proficiently sustain and expand their customer base.