A model recommendation to examine the role of retailer trust and customer satisfaction in the impact of the omnichannel customer experience on costomer loyalty

Omnichannel is a basic strategy that allows businesses to provide a seamless customer experience across all channels, including a customer's interactions with a company through physical stores, online platforms, social media and other channels, and uses physical and digital platforms to offer consumers a unified shopping experience. Customer experience is a holistic concept that considers the benefits of products and services along with their sensory aspects. Customer loyalty is defined as a customer's tendency to consistently prefer and remain loyal to a particular brand or business. Customer satisfaction is the difference between customers' expectations and the current situation. The main purpose of this study is to examine whether retailer trust and customer satisfaction have a significant mediating role in the effect of omnichannel customer experience on customer loyalty within the scope of businesses operating in the retail sector. The research was conducted using a survey method on 425 people who shop from both physical and online channels of businesses. In the analysis of the data obtained in the research; arithmetic mean, standard deviation, frequency distribution, reliability analysis, exploratory factor analysis, simple and multiple regression analysis were used. As a result of the regression analyses conducted in the research, it was determined that omnichannel customer experience has a statistically significant and positive effect on customer loyalty, customer satisfaction and retailer trust, retailer trust has a statistically significant and positive effect on customer loyalty and customer satisfaction, and customer satisfaction has a statistically significant positive effect on customer loyalty. In the research, the mediating role of retailer trust and customer satisfaction in the effect of omnichannel customer experience on customer loyalty was examined with the Process Macro add-on in the SPSS program. As a result of the analysis, it was determined that neither retailer trust nor customer satisfaction have a significant mediating role between omnichannel customer experience and customer loyalty