0000000000138236
AUTHOR
Mali Eveliina
A Customer Perspective on Omnichannel Customer Journey and Channel Usage : A Qualitative Study
This qualitative study investigates customer behavior during the omnichannel customer journey. The study aims to increase the understanding of omnichannel service environments from a customer-centric point of view. The data was collected by interviewing 10 young adults (from 26 to 30 years old) who had bought a Finnish clothing brand (R-Collection) product via a digital or a physical channel. The research interviews dealt with the interviewees' experiences and channel behavior during their shopping journeys. Our results reflect the multidimensional nature of the omnichannel customer journey and give interesting insights into the usage of digital channels and technologies for clothing shoppi…
Reinforcement of brand relationships in an omnichannel environment: a qualitative study on clothing shopping
Today’s brands operate in an omnichannel environment consisting of different online and offline channels where the brand can be experienced. This qualitative study investigates brand relationship reinforcement in the omnichannel environment among customers of a Finnish clothing brand, R-Collection. The data collection was conducted in 2021 by interviewing ten customers of R-Collection. We examined the brand relationship reinforcement in four channels: brick-and-mortar (B&M), online store, social media, and second hand. The findings show that brand relationships can be rein-forced differently in these channels. In B&M stores, sensing the quality of clothing, a customer experience that meets …