The omnichannel effect: Evaluating consumer satisfaction in the wake of e-commerce closure among Bandung's MSMEs

Abstract

This research delves into the impact of the government's closure of TikTok shop's online marketing interaction channel on MSMEs, emphasizing the reduction in offline interaction channels and resulting business losses. The study's primary objective is to dissect and assess the multifaceted omnichannel interaction framework, comprising online, offline, and cross channels, and its influence on consumer experience value and satisfaction. Conducted in Bandung, Indonesia, the research engaged 425 participants who interact through various marketing channels. Utilizing the partial least squares path model, the study deduces that while online and cross channels significantly influence experience value and consumer satisfaction, offline channels do not. This insight calls for a reevaluation of the TikTok shop closure decision, considering the profound role of satisfaction in purchasing decisions. The research, however, recognizes its limitations in terms of the temporal scope, analytical methods, and potential for hypothesis refinement. Future studies could broaden the geographic scope to incorporate diverse cities, offering insights shaped by varying local characteristics. Overall, the study contributes to the understanding of omnichannel interactions' effects on consumer satisfaction, presenting a nuanced perspective for academics and practitioners to enhance consumer shopping experiences.