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Kauppakorkeakoulu | Markkinoinnin laitos | Markkinointi | 2016
Tutkielman numero: 14356
Consumer psychographic surveys as part of the decision-making in customer relationship management in omni-channel retail environments -Case Tokmanni
Tekijä: Laurila, Louna
Otsikko: Consumer psychographic surveys as part of the decision-making in customer relationship management in omni-channel retail environments -Case Tokmanni
Vuosi: 2016  Kieli: eng
Laitos: Markkinoinnin laitos
Aine: Markkinointi
Asiasanat: markkinointi; marketing; asiakashallinta; customer relationship management; kuluttajakäyttäytyminen; consumer behaviour; päätöksenteko; decision making; vähittäiskauppa; retail trade; erikoistavarat; specialty goods; kauppaketjut; chain stores
Sivumäärä: 77
Kokoteksti:
» hse_ethesis_14356.pdf pdf  koko: 2 MB (1304270)
Avainsanat: omni-channel retail; retailing; CRM; consumer behavior; consumer psychographics; consumer surveys; online store development
Tiivistelmä:
The theoretical understanding of online shopping behavior and customer relationship management have received much attention among researchers. Less focus has been given to understanding how the information on online shopping behavior combined with customer psychographic attributes can be used when developing online stores as part of the customer relationship management strategy in omni-channel retail environment. This study develops and empirically tests a customer survey, with the aim of to better understand customer needs and behavior in online stores in omni-channel retail environment. The survey data is combined with the purchase data of one Finnish discounter retailer, and four different regression analyses are done to study if the customer psychographic attributes explain the purchase behavior. The results give valuable information as well as relationships between the customer behavior and psychographics. Based on the results the case company can develop its online store to better serve customer needs, thus yielding to better customer-based performance and enhanced omni-channel strategy as part of the customer relationship management.
Verkkojulkaisut ovat tekijänoikeuden alaista aineistoa. Teokset ovat vapaasti luettavissa ja tulostettavissa henkilökohtaista käyttöä varten. Aineiston käyttö kaupallisiin tarkoituksiin on kielletty.