Advisers

Riva R. Manalo

Discipline

Business administration

Abstract

Many SMEs hardware stores, still rely on traditional face-to-face transactions, creating a gap between evolving customer expectations and current practices. This study focused on Mhelan Trading, a community-based hardware store in North Fairview, Quezon City, to examine the relationship between adoption of an omnichannel retail strategy and customer experience. By addressing limited research on omnichannel adoption in small hardware stores, the study highlights its value in guiding digital transformation and competitiveness in an increasingly digital retail environment. The study employed a descriptive-correlational quantitative design and used simple random sampling, with 30 customers as respondents. Data were collected using a structured questionnaire and were analyzed and interpret using weighted mean, Pearson r, and ranking. Results showed strong customer agreement regarding consistency of experience (WM=3.33), response time (WM=3.51), personalization (WM=3.25), and ease of channel switching (WM=3.43), with response time ranked highest, emphasizing prompt and attentive service. Customers also reported high satisfaction in product accessibility (WM=3.47), service responsiveness (WM=3.36), service quality, pricing, product quality, and brand availability. Online platforms such as Facebook were valued for product search and price comparison, though minor gaps included policy inconsistencies, limited online communication and the absence of a fully established digital channel. Correlation analysis confirmed a significant positive relationship (r = 0.603, p = 0.0004), indicating that stronger omnichannel implementation is associated with a more positive customer experience. Overall, integration of in-store and online channels is associated with better customer experience and engagement. The findings provide practical insights for community-based hardware stores, suggesting that strategic omnichannel adoption may support operational modernization, service quality, and competitiveness in a rapidly digitizing retail environment.

Keywords

service quality, customer experience, personalization, omnichannel, hardware store, product accessibility, response time, ease of channel switching