Customer Experience Management in Omnichannel Marketing: Implications for Customer Loyalty

The growing adoption of digital platforms has encouraged service organizations to integrate multiple communication channels to enhance customer interactions and service delivery. In educational service institutions, omnichannel strategies play an important role in providing consistent and accessible services for customers. This study aims to analyze the influence of omnichannel customer experience on customer loyalty at Bali English Center in Denpasar. In addition, the study examines the roles of perceived value and customer satisfaction in explaining the relationship between customer experience and loyalty. This research employed a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data were collected through a questionnaire distributed to 100 customers who had previously used the services of Bali English Center. The researchers selected respondents using purposive sampling based on their interactions with the institution through various service channels, such as social media, messaging applications, and direct visits. The results are expected to show that a well-integrated omnichannel customer experience can enhance perceived value and customer satisfaction, which subsequently contributes to strengthening customer loyalty.