Assessing Consumers Perception on Multi-Channel Integration: A Study at Department Store in Palembang

DOI

10.2991/aebmr.k.220304.044How to use a DOI?

Keywords

Multi-channel Integration; Omni-channel Retailing

Abstract

The purpose of this study to examine consumer perceptions of the implementation of multi-channel integration in omni-channel retailing. Retailers that have the right channels are able to give consumers a good impress and one of the competitive advantages. Multi-channel integration implemented creates a uniform consumer model so companies can recognize consumer buying patterns. A study has been conducted on 212 respondents who are omni-channel retail consumers, namely Department Store in Palembang. The data analysis technique using SPSS 22. The result show multi-channel integration perform by retailers is aligned with respondents’ expectations. The average respondent assesses that the items from multi-channel integration are in the high category, which is above >80%. Respondents have a positive perception of the multi-channel integration of retailers.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Dessy Yunita
AU  - Mohammad Adam
AU  - Zakaria Wahab
AU  - Isni Andriana
AU  - Ahmad Maulana
AU  - Iisnawati
PY  - 2022
DA  - 2022/03/08
TI  - Assessing Consumers Perception on Multi-Channel Integration: A Study at Department Store in Palembang
BT  - Proceedings of the 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021)
PB  - Atlantis Press
SP  - 340
EP  - 345
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220304.044
DO  - 10.2991/aebmr.k.220304.044
ID  - Yunita2022
ER  -