An Empirical Study of Antecedents Influencing Customer Retention through Omnichannel Engagement in the Fashion Industry

Yeo, Shih Th'ng (2025) An Empirical Study of Antecedents Influencing Customer Retention through Omnichannel Engagement in the Fashion Industry. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

The rapid evolution of digital technologies and changing consumer preferences have significantly transformed the global retail landscape, prompting fashion retailers to adopt omnichannel strategies that integrate both online and offline touchpoints. In Malaysia, this transformation is evidenced by increasing e-commerce revenues and the growing demand for seamless shopping experience. Despite this growth, customer retention remains a key challenge in the fashion industry, particularly within the context of omnichannel engagement. This research investigates the antecedents influencing customer retention through omnichannel engagement in the fashion industry. Specifically, it extends the Technology Acceptance Model (TAM) by integrating constructs from the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). In addition, the Logistics Service Quality (LSQ) dimension from the SERVQUAL model is introduced as a moderating variable. This research examines a comprehensive model involving direct effects, simple mediation, serial mediation, moderation and moderated mediation relationships among social influence, perceived risk, trust, perceived ease of use, perceived usefulness, logistics service quality, and customer retention. A quantitative research approach was adopted. Primary data were collected through an online self-administered survey, yielding 353 valid responses from omnichannel shoppers in Malaysia, particularly within the Klang Valley region. The data were analysed using IBM SPSS and Partial Least Square-Structural Equation Modelling (PLS-SEM). The findings reveal significant relationships for all the proposed relationships, offering both theoretical contributions and managerial implications for fashion retailers aiming to improve customer retention through effective omnichannel strategies. Keywords: Omnichannel engagement, Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), SERVQUAL, Customer retention.