A4 Article in conference proceedings
The Cross-Channel Effects of In-Store Customer Experience in the Case of Omnichannel Fashion Retailing in Finland (2023)


Makkonen, M., Frank, L., Paananen, T., Holkkola, M., & Kemppainen, T. (2023). The Cross-Channel Effects of In-Store Customer Experience in the Case of Omnichannel Fashion Retailing in Finland. In A. Pucihar, M. Kljajić Borštnar, R. Bons, G. Ongena, M. Heikkilä, & D. Vidmar (Eds.), 36th Bled eConference : Digital Economy and Society : The Balancing Act for Digital Innovation in Times of Instability (pp. 609-625). University of Maribor. https://doi.org/10.18690/um.fov.4.2023.38


JYU authors or editors


Publication details

All authors or editorsMakkonen, Markus; Frank, Lauri; Paananen, Tiina; Holkkola, Matilda; Kemppainen, Tiina

Parent publication36th Bled eConference : Digital Economy and Society : The Balancing Act for Digital Innovation in Times of Instability

Parent publication editorsPucihar, Andreja; Kljajić Borštnar, Mirjana; Bons, Roger; Ongena, Guido; Heikkilä, Marikka; Vidmar, Doroteja

Conference:

  • Bled eConference

Place and date of conferenceBled, Slovenia25.-28.6.2023

eISBN978-961-286-751-5

Publication year2023

Pages range609-625

Number of pages in the book920

PublisherUniversity of Maribor

Publication countrySlovenia

Publication languageEnglish

DOIhttps://doi.org/10.18690/um.fov.4.2023.38

Persistent website addresshttps://press.um.si/index.php/ump/catalog/book/786

Publication open accessOpenly available

Publication channel open accessOpen Access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/88360


Abstract

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 store visit intention. The study is conducted by using survey data from the customers of a Finnish fashion retailer on their recent brick-and-mortar store visit. We find that in-store customer experience does indeed positively affect not only brick-and-mortar store but also online store visit intention


Keywordsretail tradeclothing shopsmultichannelbrick and mortar storeselectronic commercecustomer experiencecustomer satisfactionbuying behaviour

Free keywordsin-store customer experience; customer satisfaction; brick-and-mortar store visit intention; online store visit intention; omnichannel fashion retailing; Finland


Contributing organizations


Related projects


Ministry reportingYes

Reporting Year2023

JUFO rating1


Last updated on 2024-03-07 at 01:45