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Customer Journey Mapping Effect on Omni Channel Optimization by Mediation of Real-Time Personalization of Contact Points in Eastern Africa
Abstract
This study investigates the effect of customer journey mapping on Omni channel optimization, mediated by real-time personalization of contact points in Eastern Africa. Study used a sample size of 390 respondents. To ensure the robustness of the data, the Kaiser-Meyer-Olkin (KMO) measure was utilized, confirming the adequacy of the sample for factor analysis. Exploratory Factor Analysis (EFA) was performed to uncover latent variables and refine the measurement model, followed by Confirmatory Factor Analysis (CFA) to validate the proposed constructs and their relationships. Structural Equation Modeling (SEM) was implemented using AMOS software to explore the direct and mediated effects of customer journey mapping on Omni channel optimization through real-time personalization. Results indicate that effective customer journey mapping significantly enhances Omni channel optimization, with real-time personalization acting as a crucial mediator. The findings offers a valuable insights for businesses in Eastern Africa.
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