“An Investigation on Customer Experience within an Omni-Channel Environment”
Abstract
Aim:
The aim of this research is to investigate consumer expectations and perspectives
when it comes to digital (internet) and physical (high street) channels in retail. A focus
on the omni-channel environment is also investigated and whether the perceptions of
consumers influence the growth of the omni-channel concept.
Design and Methodology:
The research uses an exploratory approach using a mixed methods paradigm
utilising a combination of online questionnaires and one focus group as a means of
collecting the appropriate data. A nonprobability sample of 42 respondents was
used the questionnaire and 6 focus group participants. The collected data was then
analysed to come to conclusions whether the objectives of the study were met.
Findings:
The results from the data analysis suggested that consumers are not yet fully
engaged with the concept of omni-channel but more towards a cross-channel
environment. Key themes were identified and established after analysis but it
concluded that consumers still desire some traditional methods over the advanced
methods in certain parts of their shopping journey. The findings also identified the
level of engagement consumers have towards shopping features that could in future
influence the growth of the omni-channel environment by exploiting this to a retailers
competitive advantage.
Research Limitations:
There are limitations identified in the data collection process, where social
desirability throughout the questionnaire and focus group may have influenced
certain answers from respondents. Also, despite there being a wide literature on
customer experience, the literature on omni-channel was limited in the research as
it is still an emerging concept.