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dc.contributor.authorTyrväinen, Olli
dc.contributor.authorKarjaluoto, Heikki
dc.date.accessioned2019-12-18T13:13:00Z
dc.date.available2019-12-18T13:13:00Z
dc.date.issued2019
dc.identifier.citationTyrväinen, O., & Karjaluoto, H. (2019). Omnichannel experience : Towards successful channel integration in retail. <i>Journal of Customer Behaviour</i>, <i>18</i>(1), 17-34. <a href="https://doi.org/10.1362/147539219X15633616548498" target="_blank">https://doi.org/10.1362/147539219X15633616548498</a>
dc.identifier.otherCONVID_33811833
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/66946
dc.description.abstractThis study examines omnichannel experiences in retail. The retail market has changed significantly since digitalisation: internet markets reveal price differences, provide product information, and offer comparison possibilities. The purpose of the present study is to theorise how retailers should integrate online and offline store channels to provide the best omnichannel experience. Empirical data for this study were collected through 20 semi-structured themed interviews conducted with customers who have visited both the online and the physical stores of the same retailer. The data were analysed through content analysis. Overall, the findings provide several managerial insights into omnichannel management. According to the results, customers expect online and offline channels to support each other. They are using their mobile devices to visit online channels while in physical stores to compare prices and products, and expect to see the same products and prices in both channels. They want their experience to be seamless. The results also highlight the importance of channel integration in enhancing positive brand experiences.en
dc.format.mimetypeapplication/pdf
dc.languageeng
dc.language.isoeng
dc.publisherWestburn Publishers Ltd.
dc.relation.ispartofseriesJournal of Customer Behaviour
dc.rightsIn Copyright
dc.subject.otherbrand experience
dc.subject.otheromnichannel management
dc.subject.otheromnichannel retail
dc.titleOmnichannel experience : Towards successful channel integration in retail
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-201912185416
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange17-34
dc.relation.issn1475-3928
dc.relation.numberinseries1
dc.relation.volume18
dc.type.versionacceptedVersion
dc.rights.copyright© Westburn Publishers Ltd, 2019
dc.rights.accesslevelopenAccessfi
dc.subject.ysomonikanavaisuus
dc.subject.ysojakelutiet
dc.subject.ysobrändit
dc.subject.ysovähittäiskauppa
dc.subject.ysoasiakaskokemus
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p23342
jyx.subject.urihttp://www.yso.fi/onto/yso/p15344
jyx.subject.urihttp://www.yso.fi/onto/yso/p23851
jyx.subject.urihttp://www.yso.fi/onto/yso/p14002
jyx.subject.urihttp://www.yso.fi/onto/yso/p24882
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.1362/147539219X15633616548498
dc.type.okmA1


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