Exploring customer experience during channel switching in omnichannel retailing context: A qualitative assessment |
| |
| Institution: | 1. Centre of Value Creation and Human Well-being, Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi, Selangor, Malaysia;2. School of Business and Economics, Universiti Putra Malaysia, Serdang, Selangor, Malaysia;3. Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, Bay Campus Fabian Bay, Swansea, SA1 8EN, Wales, UK;4. Department of Management, Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University), Pune, Maharashtra, India;5. Victoria University of Wellington, Wellington, New Zealand;1. School of Politics and Public Administration, Soochow University, No.199 Ren''ai Street, Wuzhong District, Suzhou City, Jiangsu Province, China;2. School of Economics and Management, Nanjing University of Science and Technology, No.200 Xiaolingwei Street, Xuanwu District, Nanjing City, Jiangsu Province, China;3. QUT Business School, Queensland University of Technology, 2 George Street, Brisbane, Queensland, Australia;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: | Customer channel switching behaviour in the digital revolution is becoming more complicated and difficult to comprehend. This study follows the interpretative approach to examine customer intention behind channel switching behaviour and the customer experience during the channel switching journey in the omnichannel context. To explore the phenomenon, we conducted twenty-three in-depth interviews and four focus group discussions with millennial customers of electronic goods omnichannel retailers. We found two new reasons for channel switching—the influence of social groups and perceived self-efficacy of the switching behaviour. Key factors affecting channel choices during switching are product attributes, trust/perceived uncertainty, social influence, customer characteristics, review culture, and time constraints. Customers expressed mixed emotions during the journey, which affected their choices during channel switching. We further proposed a framework to explain channel switching behaviour under the social cognitive theory. The study furthered the reasons for channel switching and the customer experience during switching. To the best of our knowledge, this study is pioneering, in examining the phenomenon in the omnichannel retailing context. Based on the findings, the study provides suggestions to enhance customer experience optimisation and retention strategies for omnichannel retailers. |
| |
| Keywords: | Channel switching Customer emotions Customer experience Omnichannel Qualitative assessment |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
