The Effect of Omni-channel Value Perception and Customer Engagement on Customer Commitment, Mediated by Customer Trust

Abstract

This research aimed to analyse and reveal the influence of omni-channel perceived value and consumer engagement on customer trust and the implications thereof on customer commitment at BUKU IV banks in Jabodetabek, which are commercial banks based on business activities. The research employed a quantitative descriptive approach and a causal technique to a sample of 245 respondents. Structural equation modelling using the Lisrel Program was utilized as the method of data analysis. According to the research results, the omni-channel perceived value and basic consumer engagement partially or cooperatively impacted customer trust at BUKU IV banks in Jabodetabek with a coefficient of determination (R2) of 82%. Likewise, omni-channel perceived value, consumer engagement and customer trust partially and jointly affected customer commitment at BUKU IV banks in Jabodetabek, in a way that was both positive and significant, with a coefficient of determination (R2) of 95%. This research thus proved that to increase customer commitment, it is necessary to increase omni-channel perceived value, consumer engagement and customer trust.