The omnichannel approach is a new commercial strategy that aims to offer consumers a unique and satisfying experience through any touch point. However, its implementation involves changes both to customer's journey and business companies. This research aimed to understand what factors may lead consumers to accept and use this new strategy, as well as the experience and satisfaction provided. It has been set a quantitative and cross-sectional study with a non-probabilistic sample of 210 participants, obtained through a questionnaire developed by the author using an online platform. For data analysis it was used descriptive statistics, multivariate analysis and structural equation modeling. The results presented show that factors such as perceived risk and cost do not explain the intended use of the omnichannel approach, as well as perceptions of ease of use and utility only explain it mediated by brand experience, which also explains satisfaction. Another factor which contributes to intended use is compatibility. It was found that participants use multiple channels along their customer's journey, as well as statistical differences between male and female consumers. Another relevant result is that consumers that have shown more interest in this approach are those with more average monthly spending on the purchase of goods and / or services. This study provides useful information for both the scientific community and business companies, on the importance of implementing an omnichannel approach. In this dissertation were discussed the main theoretical and business implications, as well as limitations and suggestions for future studies.
Date of Award | 31 Oct 2016 |
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Original language | Portuguese |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Susana Silva (Supervisor) |
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- Omnichannel
- Consumer
- Intention to use
- Brand experience
- Satisfaction
A abordagem omnicanal: a perspetiva dos consumidores
Sousa, J. M. D. A. M. D. (Student). 31 Oct 2016
Student thesis: Master's Thesis