An Investigation of What Factors Determine the Way in Which Customer Satisfaction Is Increased through Omni-Channel Marketing in Retail

Kamarin Merritt,Shichao Zhao

doi:10.3390/admsci10040085

Kamarin Merritt, Shichao Zhao

Open Access

https://doi.org/10.3390/admsci10040085

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Abstract

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’ purchase methods. The second theme explores customers’ 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.

Highlights

Marketing’, which is a unique way of shopping utilising a combination of both brick and mortar stores and online domains to present an integrated shopping experience that is totally reliant upon technology and that has contributed to rapid growth across the sector (Goyal 2017; Grewal et al 2018)
Azam et al (2012) findings can confirm that satisfaction is a statistically significant factor influencing the consumer intention to purchase online. Results similar to this were obtained in an earlier study by Shirai (2015), who found that online shoppers were very satisfied with convenience, product quality, value and variety. While this literature is significant when it comes to understanding e-satisfaction, what this study aims to provide is an understanding of how satisfaction is increased through the use of omni-channel retailing, all activities of which are related to the introduction of both new channels and product to aid in satisfying customer demand aiming to both grasp the new market segments and build consumer loyalty (Śmigielska and Oczkowska 2017)
This chapter will present robust justification for the identity and purpose of each question used in the data collection phase, how they derived from the literature review, and will present the findings from the research conducted by the authors

Summary

Introduction

Marketing’, which is a unique way of shopping utilising a combination of both brick and mortar stores and online domains to present an integrated shopping experience that is totally reliant upon technology and that has contributed to rapid growth across the sector (Goyal 2017; Grewal et al 2018). This technology has provided retailers with an extremely effective mechanism to increase and broaden their target markets through online segmentation, building customer relationships, offering a greater scale of product lines and delivering personalised customer offers.

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