Explore the integrated multi-channel shopping experience journeys: the role of integrated multi-channel impacts on customers' integrated multi-channel shopping value

Abstract

Due to constant change is one of the defining characteristics of contemporary societies, and obviously the retail industry. This claim is confirmed by theoretical and empirical research that seeks to solve the ongoing digitalization and retail innovation. It includes fluctuations in business models, increasing the diversity of channel and store formats, from changing retail technology to fundamentally new ideas and concepts. These challenges require retailers to devise new strategies to capture and meet the escalation of customer expectations. Recognizing the change of the new business context, physical retailers today have made the switch from communication model to applying multi-channel business model combining e-commerce and establishing door. fixed row. To support this, the author studies how retailers have integrated shopping channels and interacted with customers. Thereby solving the problem of product satisfaction and creating seamless customer experience with special value, thereby leading consumers to expect consistent service and even lead to brand experience experience. personalized. In parallel, digitalization gives consumers access on the internet to increase their expectations in terms of shopping. Therefore, it has given them the ability to be consistent, replace and simultaneously use countless offline, online and contact channels throughout their shopping journey, which makes too many channels available. shopping, there will be more journeys and a lot of potential customers' unexplored shopping motives to be the void of this topic. After evaluating the results of the research with reality, the thesis described the relationship between the initial motivation of shopping for different shopping channels and the integration of shopping channels together. The opposite effect on customer purchasing motivation. And more specifically, the research results that answer the question of measuring the level of multi-channel experience high or low will depend on the exposure and navigation of retailer shopping channels for customer types. That is, from shopping results show that the initial needs of customers will be enhanced more or less when starting at different channels and will eventually bring different shopping value to customers. The results of this research have great implications for companies that care for customers, individuals working in marketing, advertising and psychologists in customers' shopping. Beneficiaries are customers when they experience the perfect shopping journey and feel satisfied with the product or service. Along with that are retailers when their products are preferred by customers and choose to buy.