An Investigation of What Factors Determine the Way in Which Customer Satisfaction Is Increased through Omni-Channel Marketing in Retail
| Autor: | Shichao Zhao, Kamarin Merritt |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
N900
value-sensitive design Value sensitive design e-satisfaction Business model User experience design ddc:350 0502 economics and business Marketing omni-channel retailing business.industry customer satisfaction 05 social sciences G900 Brick and mortar General Business Management and Accounting lcsh:Political institutions and public administration (General) Order (business) thematic analysis (TA) 050211 marketing Customer satisfaction lcsh:JF20-2112 Business Thematic analysis 050203 business & management Theme (narrative) |
| Zdroj: | Administrative Sciences, Vol 10, Iss 85, p 85 (2020) Administrative Sciences Volume 10 Issue 4 |
| ISSN: | 2076-3387 |
| Popis: | There have been significant changes evident across the retail sector over the last 20 years, which have been primarily influenced by technological advancements. These changes have forced many retailers to rethink their business models and utilise a combination of both brick and mortar stores and online domains to present an integrated shopping experience. In order to gain an understanding of how customer satisfaction is increased through omni-channel retailing, we collected data through survey research, specifically through semi-structured interviews and questionnaires. In order to generate concise and accurate findings, the data were analysed using thematic analysis. From this analysis, three themes were generated. The first theme explores the reasoning behind preferred shopping methods and what influences these customers&rsquo purchase methods. The second theme explores customers&rsquo personal preference and investigates the potential of using virtual reality as a method for increasing customer satisfaction. Finally, the third theme looks into utilising interactive technology to create a diversified user experience. This theme explores the potential of utilising a communication platform for customers and also designing a tangible interface for disabled customers. This study has opened up an opportunity for future research and has outlined potential design insights in how to improve customer experience and customer purchase intentions. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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