Creating Customer Loyalty Through Omnichannel Strategy and Branding: Based on the Signaling Theory and Trust Transfer Perspective

This study examines how perceived innovativeness, social support, and social media influencers’ credibility (SMIC) influence trust in the omnichannel of the foodservice context and loyalty. Through the integration of signaling theory and trust transfer theory, this study analyzes a sample of 446 customers who patronize chain restaurants. From the perspective of an emerging country, this study highlights the roles played by three important signals. Trust in the omnichannel, emotional brand attachment (EBA), and positive electronic word of mouth (eWOM) mediate several relationships significantly. This research offers valuable guidance in customizing strategic marketing initiatives for practitioners to enhance long-term impactful performance for businesses.