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

Abstract

The airline industry in Indonesia has seen significant growth, with passenger movements reaching 6.2 million in May 2023, a 27% increase from the previous year. This post-pandemic rebound requires airlines to adopt omnichannel strategies to meet evolving traveler expectations for a seamless digital and physical experience. This study examines how perceived value, self-service technology (SST), and personalization shape the omnichannel customer experience (OX) and, in turn, customer loyalty (OL) within this dynamic sector. The findings confirm that a positive omnichannel experience significantly boosts customer loyalty. Personalization, SST, and perceived value are all crucial in crafting this experience, highlighting the need for airlines to integrate touchpoints for a seamless customer journey.