THE IMPACT OF ONLINE AND OFFLINE INTEGRATED MARKETING STRATEGIES ON CONSUMER SATISFACTION IN THE NEW RETAIL ERA

This study aims to examine the impact of integrated online and offline marketing strategies on consumer satisfaction in the context of the new retail era, with a specific focus on analyzing the mediating role of consumer shopping experience and the moderating role of service quality. Using Hema Fresh as the subject of analysis, the study collected 411 valid responses through a questionnaire survey and conducted empirical tests using descriptive statistical analysis, reliability and validity testing, correlation analysis, regression analysis, and the Bootstrap method. The findings indicate that integrated online and offline marketing strategies exert a significant positive influence on consumer satisfaction. Furthermore, the consumer shopping experience serves as a partial mediator in this relationship. Finally, service quality demonstrated a significant positive moderating effect on the relationship between integrated marketing strategies and consumer satisfaction.