OMNICHANNEL TOUCHPOINTS EFFECTIVENESS AND ITS IMPACT ON CUSTOMER ENGAGEMENT AND CUSTOMER LOYALTY IN BIOTECHNOLOGY START-UPS

• Main Author: Hustima Sahara, Shifa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64385
• Institution: Institut Teknologi Bandung

Start-ups are currently in the spotlight in all countries, especially in developed countries, where they are seen as a critical driver of economic growth and a source of long-term jobs. In addition, not only traditional touchpoints, but consumers are also increasingly interested in using digital touchpoints to fulfill their daily needs. Marketers of biotechnology start-ups realize that in this competitive era, they need to be concerned with commercial initiatives. For industrial startups that provide biotechnology products, efforts to market their products commercially are one of the challenges that need attention. Customers will look for clear information from various channels to convince them. One of the strategies to maximize outreach and involve consumers so that customers remain loyal to the brand by using omnichannel touchpoints. However, there has been no research focused on omnichannel touchpoints effectiveness for biotechnology start-ups, especially in developing countries. This study aims to understand the effect of omnichannel touchpoints in influencing customer engagement and customer loyalty at biotechnology start-ups. Differences in terms of engagement and loyalty will be presented between omnichannel touchpoint effectiveness. This study used data from a cross-sectional online survey and used non-probability sampling techniques. The mix-method approach with statistical calculations using EFA, CFA, and regression. The results of this study are that omnichannel touchpoints can have a significant influence on consumer engagement and loyalty. In addition, hedonic value can moderate between omnichannel touchpoints and customer engagement. This research implies that biotechnology start-ups can find out which channels can be optimized more deeply to increase customer engagement and loyalty. This study can provide the latest literature on the effectiveness of using omnichannel touchpoints mediated by hedonic factors. In addition, the implications for practitioners can be proposed to pay attention to omnichannel touchpoints and some hedonic values as important moderators to increase customer engagement and loyalty. Keywords: Omnichannel, Touchpoints, Customer Engagement, Customer loyalty, Start-Ups, Biotechnology Start-ups