The Influence of Omni-channel Marketing and Customer Experience Management on Purchase Intentions through Integrated Distribution Channels of Modern Retail Businesses among Generation Z Consumers in Nakhon Phanom Province
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Abstract
This research aims 1) to examine the level of omni-channel marketing and customer experience management practices of modern retail businesses, and 2) to investigate the influence of omni-channel marketing and customer experience management on purchase intention through integrated marketing channels among Generation Z consumers in Nakhon Phanom Province. This study employs a quantitative research approach, collecting data from 400 Generation Z consumers in Nakhon Phanom Province, selected using purposive sampling. A questionnaire was utilized, with an overall reliability coefficient of 0.970. Statistical methods applied for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis.
The results revealed that: 1) overall Omni-channel Marketing was rated at the highest level (= 4.32), with the highest mean score for connecting channels to consumers (
= 4.40), followed by Understanding consumer behavior and expectations (
= 4.32), Continuous experience delivery (
= 4.32), and Building consumer engagement (
= 4.25). Customer experience management was also rated at the highest level (
= 4.26), with the highest score for analyzing the customer experience world (
= 4.30), followed by structuring the customer experience (= 4.27), designing brand-related experiences (
= 4.25), designing customer touchpoints (
= 4.25), and continuous innovation (
= 4.23), and 2) Hypothesis testing revealed that Omni-channel Marketing comprising; 1) Understanding consumer behavior and expectations, 2) Continuously delivering experiences that meet consumer needs, and 3) Building consumer engagement along with customer experience management, which involves; 1) Analyzing the customer experience world, 2) Designing customer touchpoints, and 3) Continuously creating innovation, significantly influences purchase intention through integrated distribution channels of modern retail businesses at the 0.05 level.
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References
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