The Effects of Omni-channel on Shopping Value Efficiency of Customer Loyalty : A Case of Lotus Super Centers in Thailand
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Abstract
This study aimed to examine the effects of omni-channel shopping value through omni-channel on customer loyalty: a case of Lotus Super Centers in Thailand. The data was collected from 309 customers using a questionnaire. The statistics used for data analyses consisted of multiple correlation analyses, and multiple regression analyses. The research findings revealed that shopping value through omni-channel in the aspects of physical store shopping value, mobile application shopping value, and social networking shopping value had an overall effect on customer loyalty. Therefore, retail business executives should give priority to selling products through the storefront and arrange products to attract consumers, focusing on fresh products with a clear price tag as well as developing modern applications for selling products through this channel that are easy to use and meet consumer needs. Over-presenting products should be avoided, and focus should be on selling products through online social networking channels because it is a modern channel and has a large number of users in order to create a competitive advantage.
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