A phenomenological study of omni-channel intensity as a key factor influencing omni-channel shopping value
Subject Areas : Jounal of Marketing Managementmatineh fathali 1 , Kambiz Heidarzadeh Hanzaee 2 * , rouhollah zaboli 3 , Mohsen Khounsiavash 4
1 - PhD Candidate, Department of Business Management, Faculty of Management and Economics, Sciences and Research Branch, Islamic Azad University, Tehran, Iran
2 - Associate Prof., Department of Business Management, Faculty of Management and Economics, Sciences and Research Branch, Islamic Azad University, Tehran, Iran
3 - Associate Prof., Department of Health Service Management, Faculty of Health, Baqiyatallah University of Medical sciences, Tehran, Iran
4 - Assistant Prof., Department of Mathematics, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Keywords: Omni-channel Shopping Value, Omni-channel Intensity, Perceived Consistency, Seamlessness.,
Abstract :
Research purpose: In adopting omni-channel strategy, one of the most important things is the omni-channel intensity, which includes two subcategories: “consistency” and “seamlessness”. Therefore, the purpose of this research is to identify the items of these two subcategories through the phenomenological approach.
Research Method: This research has been conducted using a qualitative approach and the interpretive phenomenological method with a framework approach. The participants in this research were customers with an omni-channel shopping experience and were selected through purposeful sampling. Based on the concept of saturation, 40 interviews were conducted with customers belonging to two generations “X” and “Y”. Data analysis has been conducted using the NCT approach and the Atlas.ti software.
Results: Based on the findings of the research, a total of 9 items were identified. Six items fall under the concept of "perceived consistency," while the remaining three are associated with "seamlessness." The remarkable thing was that the identified items were similar in both generations.
Conclusion: Although there is very little research related to omni-channel intensity, the results showed that customers of omni- channel brands expect consistency and seamlessness from this type of brands. Therefore, the omni-channel intensity is one of the most critical factors for customers to differentiate between omni-channel and multichannel strategies.
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