Customer Engagement and Behavior in Multi-Channel Retail: Insights from the Malaysia Market

Abstract

This study investigates customer behaviour and engagement in Malaysia’s multi-channel retail environment, focusing on how channel availability, marketing strategies, and customer experience quality influence consumer engagement across retail touchpoints. A quantitative survey was conducted among 400 Malaysian consumers aged 18 and above. Correlation and mediation analyses using the PROCESS macro reveal that all three independent variables have significant direct effects on customer behaviour and engagement. Channel availability exerts the strongest influence, followed by customer experience quality and marketing strategies. Mediation analysis highlights the partial mediating roles of consistent multi-channel experience and the availability of discount codes or coupons in strengthening these relationships. These findings offer actionable insights for retailers, particularly SMEs in Malaysia, to enhance customer satisfaction and loyalty through integrated multi-channel strategies. The study also underscores the growing importance of technological disruption and AI adoption in shaping the future of retail.