Understanding Omnichannel Behavior:

DOI Web Site 1 Citations 10 References Open Access
  • Dazai Ushio
    Associate Professor, Faculty of Commerce, Fukuoka University, Japan
  • Nishihara Akihiro
    Associate Professor, Faculty of Business Administration, Asia University, Japan
  • Okutani Takashi
    Hitotsubashi Business School, School of Business Administration, Hitotsubashi University, Japan
  • Tsurumi Hiroyuki
    Professor, Faculty of International Social Sciences, Yokohama National University, Japan

Bibliographic Information

Other Title
  • オムニチャネル時代における消費者行動の基本理解
  • Focus on Communication Channels and Engagement
  • ― コミュニケーションチャネル利用とエンゲージメント行動に焦点を当てて ―

Abstract

<p>In this paper, we applied several findings from multichannel research to understand customer-engagement behaviors, such as app use in an omnichannel environment, and explored the relationship between these behaviors and customer or retailer evaluations. Our research indicated that showrooming or webrooming enhances the reputation and engagement of companies implementing an omnichannel strategy. Especially, engagement behaviors correlated strongly with customer evaluations such as RFM. Also, a customer who showed a high level of engagement was more likely to visit a store, resulting in increased sales. Furthermore, our results show that use of multiple communication channels creates a synergistic effect on store visits. Finally, our analysis of outside channels, which are not controlled by the company, showed the presence of customers who intensively used other companies’ apps for earning points, before and after use of the company’s channel primarily for the purpose of earning points.</p>

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