Evaluating omni channel retailing in the emergence of industry 5.0: A perspective of South Asian generation Z

Abstract

This study investigates the influence of Omnichannel-Retailing (OCR) on customer-retention (CR) for Generation Z (Gen Z) in the nascent Industry 5.0 era. Employing a survey with South Asian respondents, the research explores their experiences with retailer-provided omnichannel services. A novel model examines the relationships between OCR, customer-satisfaction (CS), CR, and customer-engagement (CE). Additionally, the model investigates the moderating role of Man-Machine-Collaboration (MMC) on the OCR-CR association. Process macro analysis is employed to assess mediation and moderation effects. The findings reveal positive associations between OCR and both CR and CE. Interestingly, CS does not mediate the OCR-CR relationship, suggesting a more nuanced effect of OCR on retention. However, CE emerges as a significant mediator. Furthermore, the moderating role of MMC is confirmed. This research holds novelty by examining the early stages of Industry 5.0 and its potential disruption of marketing practices, particularly for CR strategies targeting Gen Z in South Asia.