CONSUMER’S PERSPECTIVES OF THE OMNICHANNEL RETAILING ENVIRONMENT- DETERMINANTS AND OUTCOMES OF OMNICHANNEL RETAILING SYNERGIES ON CUSTOMER EXPERIENCE AND PATRONAGE INTENTION رسالة دكتوراة

Abstract

Over the past decade, omnichannel retailing has expanded considerably in the retail shopping environment. Retailers must configure optimal techniques to appeal to tech-savvy customers and promote their experience as well as purchasing intention. The digital decade has brought forth a variety of communication and purchasing alternatives, such as buy online and ship to store or consumer, along with social media interactions as well as the functional integration of all these marketing channels, which generates a demand for more seamless transactions and relationships with the customer. Although providing a great customer experience in an omnichannel retailing system is crucial for retailers to achieve and sustain competitive advantage, the needed information and applicable research is still scarce when viewed at the aggregation level of sub-continental retail markets as operating zones with respective market dynamics.