Multichannel Customer Journeys: Mapping the Effects of Zmot, Showrooming and Webrooming

Wolny, Julia; Charoensuksai, Nipawan

doi:10.1007/978-3-319-19428-8_54

Cited by 4 publications

(4 citation statements)

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“…The results of these hypotheses relate to the previous studies that are conducted on consumer behavior and brand equity and loyalty. There are different steps the brand loyalty and the first one is the satisfaction of the consumers (Aw et al, 2021b;Goraya et al, 2020;Wolny & Charoensuksai, 2016). If the consumers are provided the right information about the product and services in webrooming, a positive attitude would be developed and they would ultimately go for the final purchase (Arora & Sahney, 2017Flavián et al, 2019;Minh, 2015;Orús et al, 2019).…”

Section: Discussionmentioning

confidence: 99%

Search Online and Purchase Offline: The Role of Instagram Marketing, Consumer Behavior and Webrooming in Building Brand Loyalty

Yaqub

Gillani

Murad

et al. 2022

RAMSS

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In Pakistan, consumers’ brand loyalty is changing due to emergence of advanced and modern marketing strategies. Therefore, the bricks and clicks businesses are facing allot of challenges because of deviating consumer behaviors in showrooming and webrooming modes. This study aims to explore webrooming as an appropriate strategy for developing brand loyalty for bricks and clicks businesses in Pakistan. The target population of this study was the consumers who purchased different online brands in Pakistan. The data was collected on a five-point Likert scale questionnaire and analyzed through Smart PLS 3.0. This research concludes that bricks and clicks businesses can utilize webrooming to develop brand loyalty by modifying consumer behavior through Instagram marketing. This contribution to the body of literature is remarkable as this area of research was not considered by any earlier studies in consumer behavior domains. The academic and marketing implications of this study are appropriate for developing strategies to modify consumer behavior for brand loyalty with Instagram marketing and webrooming.

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Section: Discussionmentioning

confidence: 99%

Search Online and Purchase Offline: The Role of Instagram Marketing, Consumer Behavior and Webrooming in Building Brand Loyalty

Yaqub

Gillani

Murad

et al. 2022

RAMSS

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“…Jiao and Hu (2020) show that webrooming can increase the profit of both retailers when the uncertainty is high. Additional works study the incentives for consumers to showroom or webroom (Flavián, Gurrea & Orús, 2016;Wolny & Charoensuksai, 2016).…”

Section: Related Literaturementioning

confidence: 99%

Information provision under showrooming and webrooming

Zhong

Shen

Ceryan

2023

Omega

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“…How the consumer judges his experience during the customer journey depends on his expectations of what is to come from the firm, and the interactions the customer has before, during and after the journey. In delivering meaningful experiences, firms will benefit from applying the customer journey method and taking the peak-end rule into consideration [38][39][40][41].…”

Section: Customer Journeymentioning

confidence: 99%

“…Companies may employ various avenues to reach and interact with customers who use multiple channels along their customer journey [18]. However, evaluating the degree to which each channel contributes to the company's success and the ways in which those channels influence one another remains challenging [39,41]. In terms of changing service delivery in multichannel systems and the development of new communications/sales channels, the key element of CX becomes the ability of the company to manage and seek synergies among multiple touchpoints.…”

Section: Omnichannel or Digital?mentioning

confidence: 99%