Kemény Ildikó – Nagy Ákos – Szűcs Krisztián (2023): Az omnichannel vásárlói magatartás és ügyfélérték kapcsolata az okos-vásárlói magatartás tükrében. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 171–171.

Authors

• Ildikó, Kemény. Budapesti Corvinus Egyetem.
• Ákos, Nagy. Pécsi Tudományegyetem.
• Krisztián, Szűcs. Pécsi Tudományegyetem.

Abstract

The relationship between omnichannel shopping behaviour and customer value in the light of smart shopping behaviour

According to previous research, omnichannel shoppers seem to be more valuable, than single-channel customers. However, the reasons behind this relationship present contradictory findings and several factors shape channel choice decisions. The novelty of our research is to assess the role of smart shopping goals and to introduce a reciprocal SEM model. We analyzed using a combination of a survey and transactional data of a grocery retailer the relationship between omnichannel usage intention and monetary value of customers and included as potential antecedents smart shopping behaviour, omnichannel intention, satisfaction and repurchase intention.
Results prove, by introducing more channels and omnichannel services, customers who are using these, will spend more. Besides, who are more satisfied and have higher purchase frequency will not just eventually spend more but also will probably get involved in more omnichannel purchases. In this regard, our model describes a virtuous cycle between omnichannel usage intensity and customer profitability.

omnichannel shopping behavior monetary customer value smart shopping

Language

hungarian

Details of publishing collection

Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023

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