Omni-Channel Capability, Online Experience & Value Co-Creation and Their Impact to Customer Satisfaction

ABSTRACT The use of technology in Indonesia, as well as the business world, will continue to increase every year. Hence, the competition in technology between retailers in the business world is tighter than ever. This requires companies to innovate with better tools and updated knowledge. One of the ways to satisfy customers is through omni-channel. This research aimed to investigate the link between omni-channel capability, online experience and value co-creation and customer satisfaction. In this study, the questionnaire was filled by 165 customers who have experienced omni-channel experience in ACE Hardware. This research uses Smart PLS 4.0 for data analysis. The result shows that there is a positive and significant effect of omni-channel capability towards online experience and value co-creation. In addition, this study also found the significant effect of value co-creation on customer satisfaction. However, this study found that omni-channel capability and online experience don’t have significant effect on customer satisfaction.