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Change in technology-enabled omnichannel customer experiences in-store
Institution:1. Austin E. Cofrin School of Business, University of Wisconsin- Green Bay, WI 54311, USA;2. ICFAI Business School, Gurugram, 122016, India;3. Department of Management, University of Bologna, Italy;1. Department of Industrial Engineering and Management, National Taipei University of Technology, Taipei, Taiwan, ROC;2. Institute of Technology Management, National Tsing Hua University, Hsinchu, Taiwan, ROC;3. Department of Information Management, National Central University, Jhongli City, Taiwan, ROC;4. Institute of Technology Management, National Tsing Hua University, Hsinchu, Taiwan, ROC;1. School of Economics and Management, Anhui University of Science and Technology, Huainan, Anhui, China;2. School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China;3. North South University, Bangladesh;4. Department of Operations and Systems Management, Portsmouth Business School, University of Portsmouth, Portsmouth, UK;5. Essex Business School, University of Essex, UK
Abstract:This paper explores changes in technology-enabled omnichannel customer experiences in stores over a five-year period (2014–2019). It contributes to the omnichannel-experience-management literature through customer technology-enabled touchpoints within fashion retail. Adopting an exploratory qualitative approach, primary data were obtained using semi-structured interviews with millennial consumers. The findings demonstrate the growing importance of implementing and integrating in-store technologies to improve customer experience. From these, two models are developed: “technology-induced customer experience in-store”; and “technology-enabled customer shopping journey in-store”.
Keywords:Omnichannel  In-store technologies  Physical store  Customer experience  Purchase journey  Fashion retail
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