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Omni-channel shopper behavior: Toward a conceptual model

conference contribution
posted on 17.10.2018, 00:00 by S Shabnam, Saalem Sadeque, SB Shamsudeen, Sardana KhanSardana Khan
The evolution of interactive media has made selling to the customers extremely complex in the modern digitalized retail environment. With the advent of personal computers, mobile phones and tablets, retailers are facing increasing challenges of integrating these new channels to provide their customers with a seamless experience. Customers’ active presence in the social media platform has added another climax to the scene. This has prompted many retailers to engage in multiple-channel retailing strategies (Verhoef, Kannan, & Inman, 2015), where both online and offline offerings provide the shopper with holistic shopping experience built around customer-brand-channel interactions. This paper examines omni-channel shopper perceptions through an exploratory qualitative methodology. The customer interviews are content analysed which reveal deep and highly contextual information pertaining to research-shopper behaviour and influence of word-of-mouth. Results provide substantial academic value and deeper insights into the culturally and economically significant buyer behavior in Singapore, with distinct implications for omni-channel design strategy formulation for marketers.

History

Start Page

42

End Page

43

Number of Pages

2

Start Date

03/06/2018

Finish Date

05/09/2018

Location

Brisbane, Qld.

Publisher

Australian and New Zealand Academy of Management

Place of Publication

Online

Peer Reviewed

Yes

Open Access

Yes

External Author Affiliations

Curtin University of Technology; University of Western Australia

Era Eligible

No

Name of Conference

16th ANZAM Operations, Supply Chain and Services Management Symposium