Omnichannel Strategies and their Impact on Customer Loyalty in Nationalized Banks in Pudukkottai District
Title
Omnichannel Strategies and their Impact on Customer Loyalty in Nationalized Banks in Pudukkottai District
Authors
Armaan Salik Jain Alaudeen et al.,
Keywords
Customer | Loyalty
Publication Details
Vol: 11; No: 1; Mar. 25 | ISSN: 2455-3921
Abstract
Purpose This study explores the impact of omnichannel strategies on customer loyalty within nationalized banks in Pudukkottai District, Tamilnadu, India. It explores how integrated interaction quality, perceived fluency, and positive affect influence attitudinal and behavioural loyalty, emphasizing the role of digital adoption and social media interactions.
Design/Methodology/Approach A survey-based approach was employed, gathering data from banking customers using multiple service channels. Structural Equation Modelling (PLS-SEM) was used to test the proposed model, analysing relationships between integrated interaction, perceived fluency, positive affect, and customer loyalty.
Findings The results indicate that integrated interaction quality positively influences perceived fluency and positive affect, enhancing both attitudinal and behavioural loyalty. Digital adoption significantly contributes to customer retention, while social media interactions have a weaker influence on behavioural loyalty. The findings highlight the importance of seamless omnichannel experiences in fostering customer engagement.
Practical Implications Banks should focus on improving channel integration, investing in AI-driven interactions, and enhancing digital banking experiences to strengthen customer engagement. Personalized services and customer insights should be leveraged to build emotional connections and long- term loyalty.
Originality/Value This study contributes to omnichannel banking literature by examining customer loyalty dynamics in a regional banking context. It provides strategic insights for banks to optimize their omnichannel strategies, enhance digital adoption, and improve service quality to drive customer engagement and loyalty.
Correspondence
Armaan Salik Jain Alaudeen, Research Scholar, PG & Research Department of Commerce, Jamal Mohamed College (Autonomous), Tiruchirappalli, Tamilnadu, India.
