Exploring the Relationship between Omnichannel Integration and Buying Intentions Among Gen Z Consumers in FMCG Retailing

Abstract

The retail industry has seen a significant paradigm shift due to the quick development of internet technology, making omnichannel retailing the new norm.This strategy makes it possible for businesses to provide a smooth customer experience, which is especially crucial when it comes to digital entrepreneurship and comprehending Gen Z's purchasing habits.384 Gen Z customers (ages 18 to 25) from Telangana and AP who buy FMCG products through a variety of outlets were polled for this study.Path analysis, confirmatory methods, and structural equation modeling (PLS-SEM) were used to analyze the data. The findings showed that customer satisfaction was positively improved by integrated order fulfillment, integrated information access, integrated customer service, and integrated product pricing. Furthermore, integrated order fulfillment and customer support lower perceived risk, which has a significant impact on customer satisfaction and buying intention.The findings emphasize the necessity for businesses to give improving customer experiences top priority since they show how crucial customer satisfaction is as a major factor influencing consumer purchasing decisions.Effective risk mitigation techniques should also be a strategic focus for businesses looking to build consumer trust and influence purchase decisions, given the substantial impact that perceived risk has on both customer satisfaction and buy intention.