Omnichannel Customer Experience and Repeat Purchase Intention in Local Retail Markets

Maya Ariyanti; Anggun Yolistina

Authors

Maya Ariyanti Telkom University Author
Anggun Yolistina Universitas Sangga Buana YPKP Author

Keywords:

omnichannel, customer, experience, repeat, purchase, intention, local, business, integrative review

Abstract

This integrative evidence review examines omnichannel customer experience and repeat purchase intention in local retail markets by asking how omnichannel customer experience is connected to repeat purchase intention and which conditions determine whether that connection becomes operationally meaningful. The article synthesizes peer-reviewed and institutional literature relevant to customer, market, channel, and business-model systems, emphasizing mechanisms, boundary conditions, and measurement choices rather than a universal average effect. Evidence associated with Lemon et al., 2016 and Hajli, 2015 is read with the wider source set to distinguish formal adoption from effective use, short-term response from durable capability, and observed association from causal interpretation. The synthesis identifies complementary roles for ecosystem coordination, partner dependence, and governance or coordination routines. No survey, interview, experiment, proprietary dataset, or regression estimate is represented as having been collected for this conceptual review.

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References

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