Omnichannel Customer Loyalty In Skincare Retail: The Interplay Of Trust, Satisfaction, And Repurchase Intention

Abstract

This research investigates determinants influencing customer loyalty within the omnichannel skincare retail environment, specifically examining the mediating effects of online trust, customer satisfaction, and repurchase intention. Employing a mixed quantitative and qualitative methodology, data were gathered via a survey of 300 respondents who had purchased skincare products through multiple retail channels, both online and offline. Structural Equation Modeling (SEM) using LISREL analyzed the data to explore the relationships among the study variable as well as in-depth interviews to obtain customer insights of consumer behavior. Results demonstrated that perceived product quality and perceived risk notably impacted perceived value, whereas price perception did not directly influence consumers' perceived value. Furthermore, online trust significantly enhanced customer satisfaction but did not directly affect repurchase intention. Interestingly, repurchase intention emerged as the main determinant of customer loyalty, while customer satisfaction alone did not directly contribute to loyalty. These outcomes highlight that customer loyalty relies more heavily on repurchase behaviors, which are primarily driven by trust and positive omnichannel experiences, rather than merely customer satisfaction. The study underscores the necessity of marketing strategies that emphasize enhancing product quality, ensuring transparent communication, responsive customer service, and developing robust loyalty programs to boost repurchase intentions. Understanding these key drivers enables skincare retailers to formulate strategic initiatives aimed at bolstering customer retention and competitive advantage in a highly market.