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No. 5 (2026)
Marketing

Ilmiy maqolalar

OMNIKANAL MARKETING VA ISTEʼMOLCHILAR XULQ-ATVORI:RAQAMLI TRANSFORMATSIYA SHAROITIDA KANAL INTEGRATSIYASI VA MIJOZ TAJRIBASINING KOMPLEKS TAHLILI

Published 2026-05-27

Authors
Matniyozov Murodjon
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Abstract

Ushbu tadqiqot omnikanal marketing strategiyalari va isteʼmolchilar xulqatvorining
oʻzaro munosabatini raqamli transformatsiya sharoitida oʻrganadi.
Tadqiqotda kanal integratsiyasi, mijoz tajribasi (customer experience), xarid niyati va
isteʼmolchi sadoqati oʻrtasidagi murakkab munosabatlar tizimli ravishda tahlil
qilingan. Oʻzbekiston va Markaziy Osiyo perakanda sektori misolida oʻtkazilgan
miqdoriy tadqiqotda 400 nafar respondentdan tarkibiy tenglamalar modeli (SEMStructural
Equation Modeling) yordamida maʼlumotlar toʻplangan va qayta ishlangan.
Tadqiqot natijalari shuni koʻrsatadiki, omnikanal integratsiyasi isteʼmolchilar xarid
niyatiga β = 0.487 (p < 0.001) darajasida ijobiy va statistik jihatdan sezilarli taʼsir
koʻrsatadi. Mijoz tajribasi omnikanal sadoqatining eng kuchli bashoratchi omili
sifatida aniqlangan boʻlib, β = 0.563 (p < 0.001) koeffitsiyentiga ega. Raqamli
transformatsiya omnikanal samaradorligini oshirishda muhim rol oʻynashi
tasdiqlangan. Tadqiqot natijalari ilmiy adabiyotga muhim hissa qoʻshib, amaliy
tadbirkorlik faoliyati uchun strategik tavsiyalar beradi.

Keywords

omnikanal marketing, isteʼmolchilar xulq-atvori, mijoz tajribasi, kanal integratsiyasi, raqamli transformatsiya, xarid niyati, isteʼmolchi sadoqati

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