"INVESTIGATING THE IMPACT OF LULU'S OMNI-CHANNEL MARKETING STRATEGY ON CUSTOMER SATISFACTION AND LOYALTY: EVIDENCE FROM A UNIVERSITY IN THE SULTANATE OF OMAN"

Abstract

The factors affecting Omni-channel experiences at LULU, an Omani retailer, were investigated in a study. A conceptual model comprising four key factors is proposed and empirically tested in this study: customer engagement, convenience, customer service, and perceived value. Based on a sample of 100 teaching faculties from a university in Oman, correlation and regression analyses were conducted. The findings demonstrate positive correlations between customer engagement, convenience, customer service, perceived value, and customer satisfaction. Notably, perceived value emerges as the most influential predictor of customer satisfaction. Furthermore, customer satisfaction significantly impacts customer loyalty, with customer satisfaction being the strongest predictor. The study concludes that customer engagement, convenience, customer service, and perceived value are pivotal in determining customer satisfaction, with customer service and perceived value exhibiting particularly noteworthy effects. These findings have important implications for retailers, underscoring the importance of enhancing these factors to improve customer satisfaction and foster loyalty. Future research could explore additional factors influencing customer satisfaction and loyalty within the Omni-channel marketing context.

Keywords: Omni-channel, customer engagement, convenience, customer service, perceived value, customer satisfaction, customer loyalty.