Search results for "brick-and-mortar store"
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Customers’ QR Code Usage Barriers in a Brick-and-Mortar Store : A Qualitative Study
2023
The purpose of this study is to explore the factors that hinder customers from utilizing QR codes when they visit brick-and-mortar (B&M) stores. The research was conducted at a Finnish fashion retailer, where three types of QR codes were displayed for customers to use. In order to identify the barriers that customers face, two different sets of data were collected and analyzed: open-ended survey data (n = 101) and interview data (n = 16). The findings showed two main categories of barriers,customer and company related, with seven sub-barriers. The customer-related barriers included lack of interest in QR codes, user-related usage issues, desire for a device-free B&M store, and dislike towar…
The Cross-Channel Effects of In-Store Customer Experience in the Case of Omnichannel Fashion Retailing in Finland
2023
Although omnichannel retailing has emerged as a popular research topic in academic research, there are still gaps in our understanding of this phenomenon. One such gap concerns omnichannel customer experience and particularly the cross-channel or spillover effects of how customer experience in one channel may affect customer behaviour not only in that specific channel but also in the other channels of the same retailer. In this study, we aim to address this gap by examining how customer experience in the offline channel affects customer behaviour in both the offline and the online channel, more specifically how in-store customer experience affects both brick-and-mortar store and online stor…