Search results for "monikanavaisuus"
showing 10 items of 12 documents
Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail
2020
This study examines the effects of personalization and hedonic motivation on customer experience and its loyalty outcomes in omnichannel retail context. The study develops eight hypotheses which are tested using two survey samples (Finland (n = 2084) and Sweden (n = 2334). In addition, empirical analysis includes 20 semi-structured interviews. The findings support all the hypotheses confirming the positive relationships personalization and hedonic motivation have on cognitive and emotional customer experience components. Further, the positive effects of customer experience on loyalty are confirmed. The results provide both theoretical and managerial insights for improved CX and customer loy…
"Kuuluuko täältä, kuuluuko nyt" : tohtoriopiskelijoiden verkkovälitteisen kirjoitusopetuksen ongelmatilanteiden neksusanalyysi
2020
Tässä tutkimuksessa selvitimme, millaisia ongelmatilanteita tohtoriopiskelijoiden monikanavaiseen seminaaritoimintaan sisältyi. Lisäksi tutkimme, millaisia seurauksia tilanteista aiheutui. Tutkimuksen teoreettismetodologisena viitekehyksenä käytimme neksusanalyysiä (Scollon & Scollon, 2004). Tutkimusaineistomme koostui tohtoriopiskelijoille järjestettyjen ”kirjoitusklinikoiden” aikana tehdyistä etnografisista havainnoista, klinikoissa käytetyn AdobeConnectin välityksellä käydyistä chat-keskusteluista, klinikoihin liittyvistä Yammer-keskusteluista sekä tohtoriopiskelijoille ja ohjaajille suunnatun verkkokyselyn tuloksista. Analyysimme perusteella tunnistimme kolme laajempaa kategoriaa, joihi…
How Do QR Codes Enhance Customer Experience? : Omnichannel Customer Experiences in a Brick-and-Mortar Fashion Store
2023
In this qualitative study, we investigate how customers perceive QR codes enhancing their customer experience (CX) in the brick-and-mortar (B&M) store environment. Introducing QR codes to B&M stores is a part of the larger phenomenon of retailers creating omnichannel CXs by utilizing digital and cyber-physical elements in B&M stores. To collect data from real customers’ CXs, we displayed QR codes in a Finnish fashion brand’s B&M store and interviewed customers who had authentically visited the store. The QR codes displayed in the store were linked to a product information page on the brand’s online store, a brand ambassador’s Instagram posts, and an online survey. The data consist of 15 ind…
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…
Who are the Showroomers? Socio-Demographic Factors Behind the Showrooming Behavior on Mobile Devices
2022
This quantitative study focuses on socio-demographic variables and their associations with different forms of showrooming behavior. The purpose of this study is to find which consumer groups based on age, gender, and income level are demographically the most probable showroomers, and how much each of these variables explain showrooming. The data used is a structured online survey from 1,028 Finnish omnichannel consumers aged between 18 and 75 years. We compare the means of demographic groups’ shares on different aspects of showrooming, and then use partial least squares structural equation modeling with confirmatory factor analysis to see how much each of the variables explain showrooming. …
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…
The importance of online retailers' ethics for traditional, online and multichannel customers
2021
This chapter explores the role of retailers’ ethics in consumer behaviour and channel selection. It is largely acknowledged that many ethical issues in online retailing differ from those of traditional brick-and-mortar retailing. However, there is limited understanding of how ethical considerations vary among consumers that use various shopping channels. Our analysis is based on survey data from traditional shoppers (n = 216), online shoppers (n = 224) and multichannel shoppers (n = 244) in Finland. We firstly examine how these three customer types perceive four key elements of online retailer ethics: security, privacy, non-deception and fulfilment. Secondly, we examine how consumers’ perce…
"The key is awareness rather than repetition" : a multisensory pronunciation teaching intervention in a Finnish EFL context
2016
Tämän tutkimuksen tarkoituksena oli kehitellä ja toteuttaa englannin ääntämisen opet-tamisen opetuskokeilu peruskoulun kolmannen luokan oppilaille. Tutkimuksen tavoitteena oli selvittää, kuinka oppilaat kokivat heidän ääntämistaitonsa ennen opetuskokeilua, minkälaisella toiminnalla ääntämisen oppimisen tietoisia prosesseja voi lisätä sekä millä tavoin lyhytaikainen opetuskokeilu vaikuttaa oppilaiden ääntämistietoisuuteen ja -taitoihin. Myös yksilöllisen ääntämisen kehittymisen tutkiminen tämän opetuskokeilun aikana oli yksi tutkimuksen tavoitteista. Tutkimus toteutettiin kahdessa koulussa sa-massa keskisuuressa suomalaisessa kaupungissa. Tutkimukseen osallistuvat oppilaat (n=52) olivat ensi…
Omnichannel experience: Towards successful channel integration in retail
2019
According to Deloitte’s (2018) forecast for 2018 many changes will occur in retail markets. The growth of online retailing is continuing, and it is going to have a great impact on traditional retail players. The number of physical stores will decrease, but they will still have important role in retailing. Customer experiences are now more important than ever, and digital technologies will have a key role to the store experience. Consumers are spending more and more time on smartphones relative to other devices. Typically, they conduct searches on mobile devices and make purchase in physical stores (Singh and Swait, 2017). Today, 8% of time spent online is related to shopping (Mander and Jas…
The Effects of General and Mobile Online Shopping Skilfulness and Multichannel Self-Efficacy on Consumer Showrooming Behaviour
2022
Although showrooming behaviour is a characteristic aspect of modern omnichannel retailing, our understanding of its antecedents remains limited. In this study, we aim to address this gap in prior research by examining how showrooming behaviour is affected by three different kinds of perceived consumer capabilities: general online shopping skilfulness, mobile online shopping skilfulness, and multichannel self-efficacy. The examination is done by utilising data from 1,024 Finnish consumers, which was collected with an online survey in 2021 and is analysed with structural equation modelling (SEM). In summary, we find mobile online shopping skilfulness to have a strong positive effect on showro…