The value propositions of multi-, cross-, and omni-channel retailing

Yrjölä, Mika; Saarijärvi, Hannu; Nummela, Henrietta

doi:10.1108/ijrdm-08-2017-0167

Cited by 77 publications

(62 citation statements)

References 49 publications

(93 reference statements)

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“…Should customers be forced to use the "optimal" channel? There is a general consensus among researchers that the main differences between multichannel retailing and omnichannel refer to level of channel scope, its integration and objectives [9] [10] [11]. Saghiri [12] stated that the omni-channel framework includes virtually infinite sets of customer value-adding journeys via different channel stages, types and agents.…”

Section: Customer Journey In Buying Processmentioning

confidence: 99%

“…As is sated in [13], a crucial decision companies need to ask nowadays is which channels they should make available to customers for transactions. The challenge for retailers, however, is caused by the fact that nowadays consumers are faced with many opportunities through which they can search, compare, purchase and obtain products [11]. Berman and Theler [14] indicate three aspects of differences in consumer bevaviour.…”

Section: Customer Journey In Buying Processmentioning

confidence: 99%

“…Another important characteristic of omnichannel is connected with much higher easy of movement across channel and devices that in multi channel environment [14]. The goal is to minimize the effort of moving from one contact channel to another -to make these movements seamlessly [11]. Undoubtedly some customers may be reluctant to switch to a new channel when they are already familiar with an existing channel [14].…”

Section: Customer Journey In Buying Processmentioning

confidence: 99%

“…Another researchers claim that the offline beliefs, attitudes and behaviours make a strong impact on online loyalty [16]. However, the phenomenon of marketing channels proliferations as well as touchpoints [11] and the reality of shifting from multichannel retailing towards omnichannel retailing [17] create more and more opportunities for the buyer to change channels in the purchase process. It seems that the more possibility to change marketing channel the biggest influence of any potential factors on channel switching.…”

Section: Customer Journey In Buying Processmentioning

confidence: 99%

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Switching Marketing Channel in the Purchase Process – What Pushes Consumers to Change Behavior

Lipowski¹

2018

Integrated Politics of Research and Innovations

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This paper investigates the factors affecting intention to switch the distribution channel during purchase process. The change in the sales channel has been defined as a change in the original plans for the place of purchase of the product under the influence of external factors. Author tests different factors that influence customer behavior: marketing activities of companies, different product price, positive WOM, personal factors-e.g. time pressure, company error-e.g. system failure. The conclusions from the quantitative research allow author to indicate some practical tips for companies that redirect consumers to remote purchase channels. In the article data from the questionnaire survey have been used (research sample 1103).

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Section: Customer Journey In Buying Processmentioning

confidence: 99%

Section: Customer Journey In Buying Processmentioning

confidence: 99%

Section: Customer Journey In Buying Processmentioning

confidence: 99%

Section: Customer Journey In Buying Processmentioning

confidence: 99%

See 2 more Smart Citations

Switching Marketing Channel in the Purchase Process – What Pushes Consumers to Change Behavior

Lipowski¹

2018

Integrated Politics of Research and Innovations

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“…Consumers today are presented with a myriad of opportunities through which the purchase process can be realized (Yrjölä et al, 2018(Yrjölä et al, , p. 1133. Changes in consumer behaviour, as well as new technologies, have fostered the transition from multichannel to omnichannel marketing.…”

Section: Introductionmentioning

confidence: 99%

Consumer experience in phone communication in the service purchasing process

Bondos

2019

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Theoretical background: Consumers today are presented with a myriad of opportunities through which the purchase process can be realized (Yrjölä et al., 2018, p. 1133). The customer journey can be defined as a buyer's behaviour in a multi (omni) environment with the goal of finalizing purchase transactions and acquiring positive (seamless, holistic) customer experiences. Researchers look at a service buying process as the customer value-adding journey (Saghiri et al., 2017; Wilding, 2003) and its prime objective is to deliver a positive customer experience at each of stage of the buying process. According to media richness theory (MRT), voice-based communication is ranked higher than text-based communication along the media richness continuum (Daft & Lengel, 1984), however, some additional findings have been also revealed. Taking into account the traditional continuum of media richness, phone communications is perceived as rich in information; only face to face contact is seen as richer (Suh, 1999). As stated in Rhee (2010), customer-initiated communications via phone channel is preferred when the consumer faces an extended problem-solving (high perceived risk/low familiarity) situation. Whereas, in the case of routine problem-solving, the situation online channel is preferred. However, some relevant research on marketing channel richness has been proposed by Kwak (2012) as well as Lipowski and Bondos (2018). According

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