A STUDY ON SERVICE: A STRATEGIC FRAMEWORK FOR EXPERIENTIAL AND OMNICHANNEL RETAIL EXCELLENCE

The rapid transformation of the retail sector has shifted competitive advantage from product-centric strategies toward customer-centric experiences supported by digital integration. Existing retail frameworks address service quality or store environment in isolation, offering limited integrated models for the multidimensional nature of modern retail. Addressing this gap, the present study proposes the SERVICE framework — a seven-dimension strategic model comprising Seamlessness, Engagement-Driven Personalization, Reliability, Value-Centricity, Interactivity, Connectivity, and Experience — to explain the key drivers of experiential and omnichannel retail excellence. A quantitative survey design was employed, collecting primary data from 72 retail customers and 21 retail employees using a structured five-point Likert-scale instrument. Statistical analysis — including descriptive statistics, Cronbach's Alpha, Pearson correlation, and multiple regression — was conducted to examine the relationship between SERVICE dimensions and customer satisfaction. Findings confirm that all seven dimensions significantly influence customer satisfaction, with Experience (r = 0.724) and Interactivity (r = 0.721) emerging as the primary drivers. The regression model explains 62.3% of satisfaction variance. The SERVICE framework offers academics and practitioners a structured, empirically validated model for designing customer-centric retail ecosystems that enhance engagement, trust, and loyalty.