Drivers of Omnichannel Customer Experience and Their Impact on Loyalty: Evidence from Garuda Indonesia

This study investigates the effects of consistency, perceived value, customer service, and personalization on customer loyalty through omnichannel customer experience in the context of Garuda Indonesia, a leading full-service airline in Southeast Asia. A quantitative explanatory research design was employed using a structured questionnaire distributed to 150 passengers who had interacted with at least two service channels within the past 12 months. Data were analyzed using SPSS through validity and reliability testing, multiple linear regression, and mediation analysis. The findings reveal that all four antecedent variables—consistency, perceived value, customer service, and personalization—significantly enhance omnichannel customer experience. Furthermore, omnichannel customer experience is found to positively influence customer loyalty and mediate the relationship between each antecedent variable and loyalty. These results highlight the critical role of integrated, consistent, and personalized service delivery across digital and physical channels in shaping passengers’ loyalty toward full-service airlines. The study contributes to the growing body of omnichannel service research and offers strategic implications for airline managers seeking to strengthen customer engagement in an increasingly digitalized travel environment.