The Effect of Customer Journey Design on Customer Satisfaction Through Omnichannel Customer Experience and Customer Engagement
Study on Consumers of H&M Gaia Mall Pontianak
DOI:
10.47353/ecbis.v4i6.511Published:
2026-09-29Downloads
Abstract
This study aims to examine the effect of Customer Journey Design (CJD) on Customer Satisfaction (CS), both directly and indirectly through Omnichannel Customer Experience (OCE) and Customer Engagement (CE) among consumers of H&M Gaia Mall Pontianak. This research employs a quantitative approach with an explanatory design. The sample consists of 210 respondents selected through purposive sampling with strict criteria as omnichannel users, namely consumers residing in Pontianak who have made cross-channel purchases (online and offline) of H&M within the last six months (July-December 2025). Data were analyzed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with WarpPLS. The results indicate that CJD has a positive and significant effect on OCE, CE, and CS. Furthermore, OCE and CE are proven to have a positive and significant effect on CS. Mediation testing reveals that OCE and CE act as partial mediators, where the indirect effect of CJD on CS operates significantly through the enhancement of omnichannel experience and customer engagement mechanisms. These findings emphasize that optimizing customer satisfaction requires the integration of customer journey design supported by consistent cross-channel experiences and strengthened emotional customer bonds
Keywords:
Customer Journey Design Omnichannel Customer Experience Customer Engagement Customer SatisfactionReferences
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