Exploring the Impact of Omnichannel Experience and Integration Quality on Customer Satisfaction: The Mediating Role of Perceived Value

Abstract

Aims: This study aims to examine the effects of omnichannel customer experience and integration quality on customer satisfaction, with perceived value as a mediating variable, within the café service context in a developing economy. The research is conceptually grounded in customer value and satisfaction theories, emphasizing how integrated service experiences shape perceived value and satisfaction in omnichannel settings. Study Design: A quantitative cross-sectional study using a causal relationship approach. Place and Duration of Study: Data were collected from café customers in Indonesia between January and March 2025. Methodology: A total of 210 respondents participated through purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 to test measurement and structural models. Constructs included customer experience, integration quality, perceived value, and customer satisfaction. Results: The findings reveal that customer experience and integration quality have a positive and significant effect on perceived value and customer satisfaction. Moreover, perceived value significantly mediates the relationship between integration quality and customer satisfaction, indicating that seamless omnichannel integration enhances perceived value and leads to higher satisfaction. Conclusion: The study concludes that successful omnichannel implementation in café services depends on consistent integration quality and positive customer experiences that enhance perceived value. These results provide managerial insights for service providers to design coherent and enjoyable cross-channel experiences that increase customer satisfaction and loyalty.