Revolutionizing Customer Relationship Management with Omni-Channel Frontier

EasyChair Preprint 10767

Abstract

The surge in omni-channel retailing is prompting shifts in consumer habits and purchasing trends. Understanding the reasons behind consumer purchases within their specific context is crucial. This report aims to analyse the drivers of omni-channel adoption in unique purchasing behaviours, particularly in Turkey's growing clothing industry. The digitalization of retail has brought significant advancements, including the emergence of omni-channel selling. Despite its substantial impact on both businesses and consumers, scholarly focus has primarily been on industry perspectives rather than consumers'. Only recently have researchers begun to explore omni-channel selling from the consumer standpoint. Thus, this study conducts a literature review to explore consumer behavior within the omni-channel framework. It outlines the five-stage consumer decision-making process discussed in relevant studies, spanning several years of research and publications, while also proposing potential research directions. This investigation will contribute to the expanding literature on omnichannel, focusing on examining the relationship between omni-channel integration and quality.

Keyphrases: Clothing Industry, consumer behavior's, omni-channel selling, purchasing patterns

@booklet{EasyChair:10767,
  author    = {S Ramya},
  title     = {Revolutionizing Customer Relationship Management with Omni-Channel Frontier},
  howpublished = {EasyChair Preprint 10767},
  year      = {EasyChair, 2023}}