Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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Customer Happiness through Customer Experience in the RTA Furniture Retail Industry Based on Omnichannel Marketing (An Empirical Study on the Millennial Generation and Gen-Z in Indonesia)

Authors
L. Lisnawati1, *, S. Sulastri1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: lisnawati@upi.edu
Corresponding Author
L. Lisnawati
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_82How to use a DOI?
Keywords
Customer Experience; Customer Happiness; Gen-Z; Millenials; Omnichannel Marketing; RTA Furniture
Abstract

This study investigates the influence of omnichannel marketing on customer happiness through customer experience in the Ready-To-Assemble (RTA) furniture retail industry, focusing on Millennials and Gen-Z in Indonesia. Using a quantitative survey method with 420 respondents and analyzed through SEM-PLS, the research examines how omnichannel dimensions—such as integration, personalization, and accessibility—shape customer experiences across digital and physical channels. The findings reveal that omnichannel marketing significantly impacts customer experience, which in turn strongly influences customer happiness. Customer experience acts as a partial mediator, emphasizing its critical role in translating marketing strategies into emotional outcomes. These results highlight the importance of designing seamless and personalized omnichannel experiences to meet the expectations of younger consumers. Retailers are encouraged to adopt integrated systems and consistent service delivery to enhance emotional engagement and drive long-term satisfaction. The study contributes to the growing body of knowledge on omnichannel strategy and its psychological impact on consumer well-being in emerging markets.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_82How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - L. Lisnawati
AU  - S. Sulastri
PY  - 2025
DA  - 2025/09/12
TI  - Customer Happiness through Customer Experience in the RTA Furniture Retail Industry Based on Omnichannel Marketing (An Empirical Study on the Millennial Generation and Gen-Z in Indonesia)
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 703
EP  - 712
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_82
DO  - 10.2991/978-94-6463-817-2_82
ID  - Lisnawati2025
ER  -