- Title
- Factors that contribute to an optimal omnichannel retail experience: A South African perspective
- Creator
- Hopa, Tandazile
- Subject
- Business planning
- Subject
- Consumer satisfaction
- Date Issued
- 2023-04
- Date
- 2023-04
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/61339
- Identifier
- vital:70374
- Description
- The increase in the number of channels driven by technology trajectory over the years have led to a change in customer behaviour. Customers move around different retailer platforms during a single purchase; even so customers still expect a superior and seamless customer experience while navigating these channels. The present study built on studies conducted in countries such as China, Spain, India, United Kingdom amongst others to determine if the learnings from these countries can be applied in the South African context. This study used an interpretivist phenomenological approach and interviewed a qualitative sample of participants to gain insights on their experiences while shopping in these retailers. This study will assist Information Technology managers with prioritisation of their technology roadmaps. This study will also contribute to computer science studies because programmers will have a context of a customer’s perspective when developing omnichannel solutions. Lastly, the study can be used by governments and policy makers in developing national strategic plans relating to shared economy because the study highlights the need to omnichannel retailing in remote areas. The findings from the research were summarised into five themes customer experience, convenience, product, support, and security. The optimal South African omnichannel retail experience is one that allows the customer to seamlessly move across channels by integrating the retailing mix elements of product, place, promotion, price. To achieve this experience, retailers must integrate the customer’s profile information and ensure that the customer’s payment details are secure and are able to seamlessly login in all the retailer platforms. Contrary to the researcher’s expectations, South African customers do not expect an omnichannel support. They expect to keep online support separate from in-store support.
- Description
- Thesis (MA) -- Faculty of Business and Economic Sciences, 2023
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (x, 106 pages)
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
- Rights
- All Rights Reserved
- Rights
- Open Access
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | HOPA, T.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |