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School of Business | Department of Marketing | Marketing | 2016
Thesis number: 14356
Consumer psychographic surveys as part of the decision-making
in customer relationship management in omni-channel retail
environments -Case Tokmanni
| Author: | Laurila, Louna |
| Title: | Consumer psychographic surveys as part of the decision-making in customer relationship management in omni-channel retail environments -Case Tokmanni |
| Year: | 2016 Language: eng |
| Department: | Department of Marketing |
| Academic subject: | Marketing |
| Index terms: | markkinointi; marketing; asiakashallinta; customer relationship management; kuluttajakäyttäytyminen; consumer behaviour; päätöksenteko; decision making; vähittäiskauppa; retail trade; erikoistavarat; specialty goods; kauppaketjut; chain stores |
| Pages: | 77 |
| Full text: | |
| Key terms: | omni-channel retail; retailing; CRM; consumer behavior; consumer psychographics; consumer surveys; online store development |
| Abstract: |
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.
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