Customer Happiness through Customer Experience in the RTA Furniture Retail Industry Based on Omnichannel Marketing (An Empirical Study on the Millennial Generation and Gen-Z in Indonesia)

L. Lisnawati () and S. Sulastri
Additional contact information
L. Lisnawati: Universitas Pendidikan Indonesia
S. Sulastri: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 703-712 from Springer

Abstract: Abstract This study investigates the influence of omnichannel marketing on customer happiness through customer experience in the Ready-To-Assemble (RTA) furniture retail industry, focusing on Millennials and Gen-Z in Indonesia. Using a quantitative survey method with 420 respondents and analyzed through SEM-PLS, the research examines how omnichannel dimensions—such as integration, personalization, and accessibility—shape customer experiences across digital and physical channels. The findings reveal that omnichannel marketing significantly impacts customer experience, which in turn strongly influences customer happiness. Customer experience acts as a partial mediator, emphasizing its critical role in translating marketing strategies into emotional outcomes. These results highlight the importance of designing seamless and personalized omnichannel experiences to meet the expectations of younger consumers. Retailers are encouraged to adopt integrated systems and consistent service delivery to enhance emotional engagement and drive long-term satisfaction. The study contributes to the growing body of knowledge on omnichannel strategy and its psychological impact on consumer well-being in emerging markets.

Keywords: Customer Experience; Customer Happiness; Gen-Z; Millenials; Omnichannel Marketing; RTA Furniture (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_82

Ordering information: This item can be ordered from
http://www.springer.com/9789464638172

DOI: 10.2991/978-94-6463-817-2_82

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().