An investigation on the impact of omnichannel experience on customers' brand loyalty: Mediators brand experience and brand trust

Brand loyalty continues to increase its importance to both academicians and companies as it has until today. In addition to the increase in the globalization and competitive environment with the benefits of technology, the inflationary environment, which is effective all over the world.Moreover,these situation is caused for cost reduction habits or customer started to review that current brands are the best or the most efficient for them. Benefiting from the advantages offered by additional technology is no longer a privilege,they are part of our daily lives. Therefore, customer experiences have also changed accordingly. Customers willing to have uninterrupted and imperceptible experience. The experience that will best meet these expectations is the omnichannel experience. In the light of all this information, a study was carried out to investigate the relationships between brand loyalty and omnichannel experience with meditating effects of brand experience and brand trust.A quantitative online survey was organized and 242 respondents filled out questionnaire,but 6 respondents answers did not include data analyzes because of lack of omnichannel experiences that they experienced.The findings of this study indicate that there are different omnichannel dimension to create both behavioral and attitudinal loyalty.