الملخص الإنجليزي
Abstract :
This research aims at exploring the Omni-channel retailing capability on customer satisfaction by assessing the mediating role of operational logistic service quality and flexibility. The first-order constructs in this study were channel consistency, cross-channel, social media, flexibility, operational logistics service quality, and customer satisfaction. Omni channel capability was measured as second-order construct with channel consistency, cross channel, and social media as first-order construct.
This study is primary in nature and quantitative approach was employed. The data was collected through survey questionnaire therefore, the researcher collected 253 responses from the respondents using convenience and snowball sampling technique. The researcher used Structural Equation Modeling (SEM) technique to analyze the data including bootstrapping to test research hypothesis.
The findings of this research demonstrate a positive impact of mediation roles of flexibility and operational logistic service quality on customer satisfaction. However, it indicated that OC capability does not have a significant direct influence on the level of customer satisfaction.
Keywords: Flexibility, Logistics service quality, Omni-channel, Customer satisfaction
