Solutions to enhance the omnichannel customer journey experience in driving re-patronage intention and value co-creation behavior at Bach Hoa Xanh

Abstract

In the context of strong competition in the retail industry, optimizing the omnichannel customer journey has become a critical strategy for ensuring the sustainable development of retailers. Although Bach Hoa Xanh has achieved a significant milestone by becoming profitable at the corporate level for the first time, the company continues to bear substantial accumulated losses, while the average revenue per store has shown signs of stagnation. In addition, revenue from online channels accounts for a very small proportion in the digital context. This study applies Self-determination theory and Service-dominant logic, utilizing the autonomy – competence – relatedness (ACR) model to examine the key attributes of customer journey design and to investigate their impacts on re-patronage intention and value co-creation behavior. A quantitative research approach was adopted, using PLS-SEM to analyze data collected from 315 respondents. The results show that transparency, personalization, and seamlessness have positive effects on the autonomy needs satisfaction, while convenience and interactivity respectively influence the satisfaction of competence and relatedness needs, subsequently generating customers’ re-patronage intention and value co-creation behavior. Thematic coherence and complementarity do not show statistical significance at the 95% confidence. Based on the PLS-SEM results, this study proposes three practical solutions with a clear implementation plan to optimize the customer journey and strengthen brand relationships at Bach Hoa Xanh.