Essentials of Omni Channel; a Tool for Customer Relationship Management: an Exploratory Study

EasyChair Preprint 7166

Abstract

The growth of omni-channel retailing is causing consumers to change their habits and shopping behaviour. It is essential to understand the factors on purchase intention within the consumer context. The purpose of this paper is to explore factors that are influencing consumers to use omni-channel in their shopping behaviour – specifically in the apparel sector in Turkey as an emerging country. There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omni-channel retailing. Although this has affected both firms and consumers considerably, the literature is dominated by the studies dealing with omni-channel retailing from the firms’ perspectives. The studies dealing with omni-channel retailing from the consumers’ perspectives have recently begun to attract the attention of researchers. For this reason, this study conducted a literature review to examine various consumer behaviors mentioned in the studies aimed at explaining consumer behaviors in the omni-channel retailing context. The distribution of these studies according to years and journals, research methods used, theories adopted, and the related five-stage consumer decision-making stages are summarized. Additionally, this review addresses future research avenues. This research aims to enrich the literature related to the emerging topic of omni-channel. The purpose of this paper is to empirically investigate the relationship between omni-channel integration quality.

Keyphrases: Buying Behaviour, Customer Relationship Management, Omni-channel

@booklet{EasyChair:7166,
  author    = {P Divakar},
  title     = {Essentials of Omni Channel; a Tool for Customer Relationship Management: an Exploratory Study},
  howpublished = {EasyChair Preprint 7166},
  year      = {EasyChair, 2021}}