A4 Article in conference proceedings
A Customer Perspective on Omnichannel Customer Journey and Channel Usage : A Qualitative Study (2022)

Mali, E., Paananen, T., Frank, L., & Makkonen, M. (2022). A Customer Perspective on Omnichannel Customer Journey and Channel Usage : A Qualitative Study. In P. Bednar, A. S. Islind, H. Vallo-Hult, A. Nolte, M. Rajanen, F. Zaghloul, A. Ravarini, & A. M. Braccini (Eds.), Proceedings of the 8th International Workshop on Socio-Technical Perspective in Information Systems Development (STPIS 2022) (pp. 299-310). RWTH Aachen. CEUR Workshop Proceedings, 3239. http://ceur-ws.org/Vol-3239/paper24.pdf

JYU authors or editors

Publication details

All authors or editors: Mali, Eveliina; Paananen, Tiina; Frank, Lauri; Makkonen, Markus

Parent publication: Proceedings of the 8th International Workshop on Socio-Technical Perspective in Information Systems Development (STPIS 2022)

Parent publication editors: Bednar, Peter; Islind, Anna Sigridur; Vallo-Hult, Helena; Nolte, Alexander; Rajanen, Mikko; Zaghloul, Fatema; Ravarini, Aurelio; Braccini, Alessio Maria

Conference:

Place and date of conference: Reykjavik, Iceland (hybrid conference), 19.-20.8.2022

Journal or series: CEUR Workshop Proceedings

eISSN: 1613-0073

Publication year: 2022

Number in series: 3239

Pages range: 299-310

Number of pages in the book: 322

Publisher: RWTH Aachen

Publication country: Germany

Publication language: English

Persistent website address: http://ceur-ws.org/Vol-3239/paper24.pdf

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/83711

Abstract

This qualitative study investigates customer behavior during the omnichannel customer journey. The study aims to increase the understanding of omnichannel service environments from a customer-centric point of view. The data was collected by interviewing 10 young adults (from 26 to 30 years old) who had bought a Finnish clothing brand (R-Collection) product via a digital or a physical channel. The research interviews dealt with the interviewees' experiences and channel behavior during their shopping journeys. Our results reflect the multidimensional nature of the omnichannel customer journey and give interesting insights into the usage of digital channels and technologies for clothing shopping. The main result of this study is a model of a customer journey in an omnichannel service environment that combines physical and digital service channels into a single entity. Thus, this research provides additional information on how different service channels and environments combine from a customer perspective.

Keywords: multichannel; customer experience; customer orientation; electronic commerce; fashion; clothing shops; retail trade; digitalisation

Free keywords: omnichannel; multichannel; customer journey; online shopping; e-commerce; fashion retail; qualitative study

Contributing organizations

Related projects

Ministry reporting: Yes

Reporting Year: 2022

Preliminary JUFO rating: 1