Omnichannel Marketing and Customer Loyalty

Abstract

Customer loyalty is the most influential phenomenon for business success since customers are the king and the word-of-mouth marketing agents. However, more must be known about marketing strategies to integrate online and offline customer service touchpoints to keep the customers loyal. Hence, this study examines the role of omnichannel marketing in customer loyalty by incorporating all the touchpoints under one umbrella in the retail business. Bangladesh is an ideal choice for investigation due to the enormous digital transformation. Following ontology and epistemology, this study adopts subjectivism and interpretivism due to the nature of the knowledge. Consequently, an inductive approach and a qualitative strategy are considered when interviewing the company’s relevant experts and customers. Then, the data is analyzed thematically using Microsoft Office.

Empirical research shows that omnichannel marketing integrates online and offline business operations through click-and-collect, mobile apps, and social media. It also promotes customer loyalty by offering convenience, consistency, and cross-channel solutions. Effective omnichannel marketing enhances customer loyalty by integrating touchpoints through AI chatbots, CRM, real-time personalization, and synchronized customer accounts. The investigation emphasizes that the marketing mix should incorporate all the channels for personalized consumer behaviors and preferences to satisfy them in each service stage.

The study suggests that companies should integrate unified technology, optimize websites and apps for mobile users, use data to understand customer preferences, and maintain all touchpoints through chatbots, social media, and in-store assistance to build a brand.