Antecedents of Omnichannel Customer Experience and Loyalty in the Indonesian Airline Industry

In response to significant growth and digital transformation within Indonesia’s airline industry, carriers are increasingly adopting omnichannel strategies to build and maintain customer loyalty. This research empirically investigates the impact of omnichannel integration on customer loyalty, conceptualizing integration through the lens of a cohesive omnichannel customer experience (OX) shaped by perceived value, self-service technology (SST), and personalization. A quantitative approach was adopted, utilizing Structural Equation Modeling (SEM) with SmartPLS to analyze survey data collected from 305 airline passengers in Indonesia who have engaged in cross-channel transactions. The findings reveal that a positive omnichannel experience is a significant and direct driver of customer loyalty. Furthermore, the analysis confirms that personalization, self-service technologies, and perceived value are crucial antecedents that positively influence this experience, with personalization emerging as the most critical factor. This study contributes a validated model demonstrating that the strategic integration of digital and physical touchpoints is essential for fostering long-term loyalty. The results provide actionable insights for airlines, highlighting that investments in personalized and efficient self-service technologies are paramount for creating a superior experience that strengthens customer retention.