Quality of Omnichannel Integration and Perceived Value as Drivers of Customer Satisfaction and Loyalty Study at BNI Bank

  • Nuzul Inas Nabila Fakultas Ekonomi dan Bisnis, Universitas Lampung
  • Aida Sari Fakultas Ekonomi dan Bisnis, Universitas Lampung
  • Risda Marvinita Fakultas Ekonomi dan Bisnis, Universitas Lampung
  • Hanifa Syahirah Vedy Fakultas Ekonomi dan Bisnis, Universitas Lampung
Keywords: Omnichannel Integration Quality, Perceived Value, Customer Satisfaction, Customer Loyalty


This study investigates the relationship that exists between omnichannel integration quality, customer value and customer responsiveness, namely satisfaction and loyalty. This research was conducted at Bank BNI. More specifically, this research aims to evaluate whether the positive value created by the omnichannel system as perceived by customers and a higher level of integration quality (integrity quality) can be one of the important drivers of bank customer satisfaction and loyalty. The method used for this study is a quantitative method, which involves parameter estimation, hypothesis testing, establishing confidence intervals, and the relationship between two or more characteristics (variables) for parameters with a known distribution (normal distribution). Next, it was analyzed using validity and reliability and PLS hypothesis testing. The unit of analysis in this research was 148 BNI bank customers. The results of this study include the following: There is a significant relationship between the quality of omnichannel integration and perceived value at Bank BNI, there is a significant relationship between the quality of omnichannel integrity and customer satisfaction at BNI Bank, there is a significant relationship between omnichannel perceived value (perceived value) on customer satisfaction at bank BNI, there is no significant effect between the quality of omnichannel integration on customer loyalty at Bank BNI, there is a significant effect between the omnichannel perceived value on customer loyalty at Bank BNI, there is an influence significant relationship between satisfaction and customer loyalty at Bank BNI.


Download data is not yet available.


Banerjee, M. (2014). Misalignment and Its Influence on Integration Quality in Multichannel Services. Journal of Service Research, 17(4). https://doi.org/10.1177/1094670514539395.

Bhalla, R. (2014). The omni-channel customer experience: Driving engagement through digitisation. Journal of Digital & Social Media Marketing, 1(4).

Carlson, J., O’Cass, A., & Ahrholdt, D. (2015). Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination. Journal of Retailing and Consumer Services, 27. https://doi.org/10.1016/j.jretconser.2015.07.008.

Collins, K. (2019). Omnichannel marketing automation statistics for 2019.

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2). https://doi.org/10.1016/S0022-4359(00)00028-2.

Cuesta, C., Ruesta, M., Tuesta, D., & Urbiola, P. (2015). The digital transformation of the banking industry. Digital Economy Watch, August 2015.

Ericsson, J., Farah, P., Vermeiren, A., & Buckalew, L. (2012). Winning strategies for omnichannel banking: Cisco IBSG global esearch reveals new ways for banks to prosper in an omnichannel world. Cisco IBSG.

Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, purpose, and findings. Journal of Marketing, 60(4). https://doi.org/10.2307/1251898.

Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5). https://doi.org/10.1016/j.emj.2007.08.005.

Goersch, D. (2002). Multi-channel integration and its implications for retail web sites. http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1015&context=%0Aecis2002.

Hagberg, J., Sundstrom, M., & Egels-Zandén, N. (2016). The digitalization of retailing: an exploratory framework. International Journal of Retail and Distribution Management, 44(7). https://doi.org/10.1108/IJRDM-09-2015-0140.

Hair, J. F. (2006). Multivariate Data Analysis (6th ed.). Pearson International Edition.

Hair, J. F. (2011). Multivariate Data Analysis (7th ed.). Pearson Education.

Hair, J. F. (2013). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).

Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7(4). https://doi.org/10.1108/09564239610129931.

Helin, D. W., & Sadowski, S. (2017). Banking on value rewards, robo-advice and relevance 2016 North America consumer digital banking survey. www.accenture.com/t2016060 9T222453__W__/us-en/_acnmedia/PDF-22/Accenture-2016-North-America-Consumer-Digital-%0ABanking-Survey .pdf.

Hsiao, C. C., Yen, H. J. R., & Li, E. Y. (2012). Exploring consumer value of multi-channel shopping: A perspective of means-end theory. Internet Research, 22(3). https://doi.org/10.1108/10662241211235671.

Huré, E., Picot-Coupey, K., & Ackermann, C. L. (2017). Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, 39. https://doi.org/10.1016/j.jretconser.2017.08.011.

Juaneda-Ayensa, E., Mosquera, A., & Murillo, Y. S. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7(JUL). https://doi.org/10.3389/fpsyg.2016.01117.

Kabadayi, S., Loureiro, Y. K., & Carnevale, M. (2017). Customer Value Creation in Multichannel Systems: The Interactive Effect of Integration Quality and Multichannel Complexity. Journal of Creating Value, 3(1). https://doi.org/10.1177/2394964317697608.

Kaura, V., Prasad, C. S. D., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4). https://doi.org/10.1108/IJBM-04-2014-0048.

Komulainen, H., & Makkonen, H. (2018). Customer experience in omni-channel banking services. Journal of Financial Services Marketing, 23(3–4). https://doi.org/10.1057/s41264-018-0057-6

Kotler, P., & Keller, K. L. (2016). Marketing Mangement. In Pearson Edition Limited.

Krishnan, M. S., Ramaswamy, V., Meyer, M. C., & Damien, P. (1999). Customer satisfaction for financial services: The role of products, services, and information technology. Management Science, 45(9). https://doi.org/10.1287/mnsc.45.9.1194.

Kumar, V., Pozza, I. D., & Ganesh, J. (2013). Revisiting the satisfaction-loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89(3). https://doi.org/10.1016/j.jretai.2013.02.001.

Lazaris, C., & Vrechopoulos, A. (2014). From Multichannel to “Omnichannel” Retailing: Review of the Literature and Calls for Research. 2nd International Conference on Contemporary Marketing Issues, (ICCMI), 18-20 June. https://doi.org/10.13140/2.1.1802.4967.

Lenka, U., Suar, D., & Mohapatra, P. K. J. (2009). Service quality, customer satisfaction, and customer loyalty in Indian commercial banks. Journal of Entrepreneurship, 18(1). https://doi.org/10.1177/097135570801800103.

Liu, J., Abhishek, V., & Li, B. (2017). The impact of mobile adoption on customer omni-channel banking behavior. 2016 International Conference on Information Systems, ICIS 2016.

Malhotra, N. (2007). Marketing Research : an applied orientation. Pearson Education Inc.

Mittal, B., & Lassar, W. M. (1998). Why do customers switch? The dynamics of satisfaction versus loyalty. Journal of Services Marketing, 12(3). https://doi.org/10.1108/08876049810219502.

Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of Online Channel Use and Overall Satisfaction with a Relational, Multichannel Service Provider. Journal of the Academy of Marketing Science, 31(4). https://doi.org/10.1177/0092070303254408.

Narteh, B. (2018). Service quality and customer satisfaction in Ghanaian retail banks: the moderating role of price. International Journal of Bank Marketing, 36(1). https://doi.org/10.1108/IJBM-08-2016-0118.

O’Brien, E. (2013). Omnichannel business strategies in banking.

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4). https://doi.org/10.1177/002224378001700405

Ortis, I., & Casoli, A. (2009). Technology Selection: IDC Retail Insights Guide to Enabling Immersive Shopping Experiences. IDC Retail Insights.

Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patrício, L., & Voss, C. A. (2015). Service Research Priorities in a Rapidly Changing Context. Journal of Service Research, 18(2). https://doi.org/10.1177/1094670515576315.

Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1). https://doi.org/10.1177/0092070300281015.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research. Journal of Marketing, 58(1). https://doi.org/10.1177/002224299405800109.

Parker, R., & Hand, L. (2009). Satisfying the Omnichannel Consumers Whenever and Wherever They Shop. In IDC Retail Insights.

Rigby, D. (2011). The future of shopping. 89(12), 64–75.

Rust, R. T., & Oliver, R. L. (1994). Service Quality: New Directions in Theory and Practice - Service Quality: Insights and Managerial Implications from the Frontier. In Service Quality: New Directions in Theory and Practice.

Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77. https://doi.org/10.1016/j.jbusres.2017.03.025

Schramm-Klein, H., Wagner, G., Steinmann, S., & Morschett, D. (2011). Cross-channel integration - is it valued by customers? International Review of Retail, Distribution and Consumer Research, 21(5). https://doi.org/10.1080/09593969.2011.618886.

Seck, A. M., & Philippe, J. (2013). Service encounter in multi-channel distribution context: virtual and face-to-face interactions and consumer satisfaction. Service Industries Journal, 33(6). https://doi.org/10.1080/02642069.2011.622370.

Shen, X. L., Li, Y. J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109. https://doi.org/10.1016/j.dss.2018.01.006.

Sholihin, Mahfud, & Ratmono, D. (2013). Analisis SEM-PLS Dengan WarpPLS 3.0. Penerbit Andi.

Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. In Journal of Service Research (Vol. 8, Issue 4). https://doi.org/10.1177/1094670506286324.

Suvarna, V. K., & Banerjee, B. (2014). Social banking: leveraging social media to enhance customer engagement. www.capgemini.com/ wpcontent/uploads/2017/07/social_banking_ leveraging_social_media_to_enhance_customer_engagement.pdf.

Swaid, S., & Wigand, R. (2012). The effect of perceived site-to-store service quality on perceived value and loyalty intentions in multichannel retailing. International Journal of Management, 29(3), 301–313.

Tang, D., & Ofori-Boateng, K. (2014). Omnichannel banking: from transaction processing to optimized customer experience. www-01.ibm.com/common/ssi/cgi-bin/ssialias?%0Ahtmlfid=GBW03233USEN.

Taufique Hossain, T. M., Akter, S., Kattiyapornpong, U., & Wamba, S. F. (2017). The Impact of Integration Quality on Customer Equity in Data Driven Omnichannel Services Marketing. Procedia Computer Science, 121. https://doi.org/10.1016/j.procs.2017.11.101.

Torres, E. N., & Kline, S. (2006). From satisfaction to delight: A model for the hotel industry. International Journal of Contemporary Hospitality Management, 18(4). https://doi.org/10.1108/09596110610665302.

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing. Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2). https://doi.org/10.1016/j.jretai.2015.02.005.

Vinzi, V. E. (2010). Handbook of Partial Least Square: Concepts Methods and Application. Springer.

Wallace, D. W., Giese, J. L., & Johnson, J. L. (2004). Customer retailer loyalty in the context of multiple channel strategies. Journal of Retailing, 80(4). https://doi.org/10.1016/j.jretai.2004.10.002.

Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2). https://doi.org/10.1007/BF02894350.

Wu, J. F., & Chang, Y. P. (2016). Multichannel integration quality, online perceived value and online purchase intention: A perspective of land-based retailers. Internet Research, 26(5). https://doi.org/10.1108/IntR-04-2014-0111.

Yu, U. J., Niehm, L. S., & Russell, D. W. (2011). Exploring perceived channel price, quality, and value as antecedents of channel choice and usage in multichannel shopping. Journal of Marketing Channels, 18(2). https://doi.org/10.1080/1046669X.2011.558826.

Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28. https://doi.org/10.1016/j.elerap.2018.02.002.

How to Cite
Nabila, N., Sari, A., Marvinita, R., & Vedy, H. (2024). Quality of Omnichannel Integration and Perceived Value as Drivers of Customer Satisfaction and Loyalty Study at BNI Bank. Jurnal Mandiri : Ilmu Pengetahuan, Seni, Dan Teknologi, 7(2), 101 - 115. https://doi.org/10.33753/mandiri.v7i2.257