Omnichannel Στρατηγική: Η επίδραση στην εμπειρία του καταναλωτή και η προσπάθεια δημιουργίας πιστών καταναλωτών.

Omni-channel strategy: The impact to customer experience and the effort for building loyal customers. (Αγγλική)

  1. MSc thesis
  2. GEORGIADOU, ALEXANDRA
  3. Διοίκηση Επιχειρήσεων (MBA)
  4. 08 Σεπτεμβρίου 2018 [2018-09-08]
  5. Αγγλικά
  6. 92
  7. Anastasiadis, Foivos
  8. Anastasiadis, Foivos | Piha, Lamprini
  9. Omni-channel strategy | consumer loyalty | model of consumer decision journey
  10. 1
  11. 3
  12. 55
  13. Figure 1.2.1: Five-stage Model of the Consumer Buying Process 2 Figure 1.3.1: The traditional funnel metaphor 5 Figure 1.3.2: Average Company Lifespan on S&P 500 Index / Years, rolling 7-year average 6 Figure 2.5.1: The consumer decision journey 18 Figure 5.1.4.1: Net promoter score 44 Figure 5.1.4.2: Histogram for the question "I often choose to purchase technology products from an online retailer, based upon my positive experience from the corresponding physical retail store" 47 Figure 5.1.4.3: Histogram for the table "When a retailer has a seamless shopping experience across both online and offline channels (ex. everything about the retailer feels interconnected and obvious), then I choose only him for my purchases on technology products" 49 Figure 5.1.4.4: Histogram for the question “It would be easier for me to choose and buy a technology product through a physical store if the latter has applied online practices and technologies inside the physical store. (ex. mobile payments/apps, self-service assisting technologies, product electronic search & map navigation to them)” 51 Figure 5.3.1.1: Linear relationship between the variables of question 8 and 9 58 Figure 5.3.2.1: Linear relationship between the variables of question 10 and 11 60 Table 1.1.1: General model of consumer buying process 1 Table 1.2.1: Steps between evaluation of alternatives and a purchase decision 4 Table 5.1.1.1: Demographics - Gender 32 Table 5.1.1.2: Demographics - Age 32 Table 5.1.1.3: Demographics - Marital Status 33 Table 5.1.1.4: Demographics - Occupation 33 Table 5.1.1.5: Demographics - Educational Background 34 Table 5.1.1.6: Demographics - Annually income 34 Table 5.1.1.7: Demographics - Place they live 35 Table 5.1.2.1: How often respondents buy online technology products 36 Table 5.1.2.2: How often respondents buy offline technology products 36 Table 5.1.2.3: Which is the monthly expenditure for buying technology products 37 Table 5.1.2.4: Crosstab based the replies of monthly expenditure and annually income 37 Table 5.1.4.1: The drivers which contribute to the decision buying 40 Table 5.1.4.2: The importance of the drivers which contribute the offline shopping experience 41 Table 5.1.4.3: The importance of the drivers which contribute the online shopping experience 43 Table 5.1.4.4: Net promoter score frequency 45 Table 5.1.4.5: Frequency table for the question “I often choose to purchase technology products from an online retailer, based upon my positive experience from the corresponding physical retail store” 46 Table 5.1.4.6: Frequency table for the question “When a retailer has a seamless shopping experience across both online and offline channels (ex. everything about the retailer feels interconnected and obvious), then I choose only him for my purchases on technology products” 48 Table 5.1.4.7: Frequency table for the question “It would be easier for me to choose and buy a technology product through a physical store if the latter has applied online practices and technologies inside the physical store. (ex. mobile payments/apps, self-service assisting technologies, product electronic search & map navigation to them)” 50 Table 5.2.1.1: T-test results for Hypothesis 1 52 Table 5.2.1.2: Chart for the results of Hypothesis 1 53 Table 5.2.2.1: T-test for Hypotsesis 2 54 Table 5.2.2.2: Chart for the results of Hypothesis 2 54 Table 5.2.3.1: T-test for Hypothesis 3 55 Table 5.2.3.2: Chart for the results of Hypothesis 3 56 Table 5.3.1.1: OLS Regression Results for Hypothesis 4 57 Table 5.3.1.2: OLS Regression Results for Hypothesis 4 57 Table 5.3.1.3: OLS Regression Results for Hypothesis 4 57 Table 5.3.2.1: OLS Regression Results for Hypothesis 5 59 Table 5.3.2.2: OLS Regression Results for Hypothesis 5 59 Table 5.3.2.3: OLS Regression Results for Hypothesis 5 59
  14. Omni-channel strategy: The impact to customer experience and the effort for building loyal customers.
    • Περίληψη Σκοπός: Omni-channel είναι το μείγμα από όλα τα φυσικά και ψηφιακά κανάλια, που δημιουργούν μια καινοτόμο και ενοποιημένη καταναλωτική εμπειρία. Όλες οι omni-channel εμπειρίες προκύπτουν από πολλαπλά κανάλια (multi-channels). Παράλληλα, η στρατηγική αυτή έρχεται να υλοποιηθεί με αφορμή και την ευρεία χρήση του internet μέσα από μια πληθώρα συσκευών (κινητά τηλέφωνα-smartphone, laptop, tablet, desktop). Η παρούσα μελέτη επιχειρεί να ελέγξει πώς επιδρά η omni-channel στρατηγική στην αγοραστική εμπειρία των καταναλωτών κατά πόσο μπορούν να παραμείνουν πιστοί στις επιλογές των επιχειρήσεων για την κατανάλωση προϊόντων τεχνολογίας. Μεθοδολογία: Έγινε ποιοτική έρευνα με δεδομένα που συλλέχθηκαν από 200 καταναλωτές κυρίως σε Ελλάδα και ένα μικρό ποσοστό (12.5%) σε εξωτερικό. Ευρήματα: Οι καταναλωτές επιλέγουν να αγοράζουν προϊόντα τεχνολογίας τόσο online όσο και από φυσικά καταστήματα. Οι καταναλωτές είναι έτοιμοι να δοκιμάσουν την αγοραστική εμπειρία κάτω από την υλοποίηση ενός omni-channel πλαισίου. Επίσης, οι καταναλωτές κρίνουν ως ένα βασικό παράγοντα, για να είναι πιστοί απέναντι στην ίδια επιχείρηση, την προσφορά μιας ίδιας και απρόσκοπτης εμπειρίας αγορών τόσο στα online κανάλια όσο και στο φυσικό κατάστημα. Περιορισμοί: Δεδομένου του περιορισμένου χρονικού πλαισίου για την διεξαγωγή της έρευνας, το δείγμα δεν θεωρείται αντιπροσωπευτικό λόγο του όγκου του με αποτέλεσμα η παρούσα έρευνα να αποτελεί μια καλή αρχή για μια εκτενέστερη και σε βάθος έρευνα. Πρακτικές επιπτώσεις: Η παρούσα μελέτη αποτελεί μια βασική αρχή για την κατανόηση της omni-channel στρατηγικής. Μέσα από την εν λόγω έρευνα δημιουργούνται οι κατάλληλες προϋποθέσεις για μια εκτενέστερη έρευνα που θα αφορά τον έλεγχο και τον τρόπο εφαρμογής της omni-channel στρατηγικής από τις εταιρείες τεχνολογικών προϊόντων και αν και κατά πόσο επωφελούνται οι καταναλωτές αλλά και αν καταλήγει να δημιουργούνται πιστοί πελάτες.
    • Purpose: Omni-channel is the blend of all natural & digital channels that create an innovative and unified consumer experience. At the same time, this strategy comes to be implemented through the widespread use of the internet via a variety of different devices (mobile phones/smartphones, laptop and tablet, desktop). The current study attempts to check whether consumers can, through the implementation of omni-channel strategy, remain loyal to the choices they made when they want to buy technology products and how at the end their shopping experience is being affected. Methodology: A quantitative study approach was employed with data collected from 200 consumers living both to Greece and abroad (a small percentage equal to 12.5%). Findings: Results indicate that consumers of technology products choose to buy both online and offline. Consumers are willing to experience practices under the omni-channel framework, since they use all the alternative channels. Moreover, consumers consider very important factor for their loyalty toward to a retailer the fact that the latter has a seamless shopping experience across both online and offline channels. Research limitations: Given the limited time frame in which this research was conducted, a bigger sample, which would consisted of all different age groups, could be considered as more representative. This has a result of considering the current study as a very good start for further and in depth research. Practical implications: The current study can be considered a first step for understanding the omni-channel strategy. Through this study several opportunities emerge for omni-channel strategy from the retailers of technology products. Further research could investigate through interviews whether retailers implement omni-channel strategy and whether consumers take advantage of it.
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