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En sömlös upplevelse - från recept till färdig rätt: En kvantitativ studie om omnikanalers påverkan på kundbeteende i livsmedelsbranschen
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A seamless experience – from recipe to a complete dish : A quantitative study about the effects of omnichannels on consumer behaviour in the grocery retail (English)
Abstract [sv]

Problemformulering: Digitaliseringen har bidragit till utökad kanalanvänding i kundens köpprocess och har medfört att kunder ställer krav på att upplevelsen ska vara likartad i samtliga kanaler. Det är integreringen mellan kanaler som skapar omnikanaler. Vi undersöker fenomenet ur ett kundperspektiv och sätter omnishoppers i fokus i relation till kundtyper, värde och lojalitet.

 

Syfte: Syftet med denna uppsats är att undersöka omnikanaler och dess påverkan på kunder i livsmedelsbranschen. Vidare vill vi ta reda på varför omnishoppers använder omnikanaler, vilka funktioner de värdesätter och vilka följder det får på deras lojalitet till livsmedelsföretag.

 

Forskningsfrågor:

1. Vilka kundtyper av omnishoppers, utifrån engagemang och shoppingmotiv finns det inom livsmedelsbranschen?

2. Hur värdesätter kundtyperna omnikanalers funktioner inom livsmedelsbranschen?

3. På vilka sätt skiljer sig lojaliteten till ett livsmedelsföretag mellan omnishoppers och icke-omnishoppers?

 

Metod: Studien är baserad på en kvantitativ metod med en deduktiv ansats. Empirin samlades in genom enkäter som besvarades av 263 respondenter och den insamlade datan behandlades sedan i SPSS. Vidare utformades hypoteser som sedan accepterades eller förkastades.

 

Slutsats: Studien resulterade i tre kundtyper av omnishoppers inom livsmedelsbranschen utifrån engagemang och shoppingmotiv, vilket vi benämnt De hedonistiska, De utilitariska och De engagerade. Vidare visade resultatet att kundtyperna värdesätter omnikanalernas funktioner olika. Slutligen visar studien att det inte finns någon skillnad i lojaliteten till ett livsmedelsföretag mellan omnishoppers och icke-omnishoppers.

Abstract [en]

Problem definition: The digitalization has created increased channel-usage in customers buying process. Customers have started to demand consistency and recognition in every channel. The use of multichannel and the integration of these channels has established the concept omnichannels which purpose is to create a seamless experience for the customer. Previous research has shown a strategic orientation, mainly focusing on how companies should manage their channels. Thereby we are going to examine this phenomenon from a customer’s point of view. On this basis we are going to investigate how omnichannels affect value creation and customer loyalty.

 

Purpose: The purpose with this study is to investigate omnichannels and how they affect customers in grocery retailing. Furthermore we aim to examine why omnishoppers use omnichannels, which features they value and how this affect their loyalty to a grocery company.

 

Research questions:

1. What types of omnishoppers, based on involvement and shopping motives, can be identified in the grocery retailing?

2. How do the different types of customers value the different features of omnichannels?

3. How does the customer loyalty in grocery retailing differ between omnishoppers and non-omnishoppers?

 

Method: This study is based on a quantitative method with a deductive research approach. The research question has formed our hypotheses and the hypotheses are tested through an online survey, answered by 263 respondents. Our empirical data is analyzed in SPSS, and the hypotheses are then accepted or rejected.

 

Conclusion: We could identify three different customer types in our study, one hedonic group, one utilitarian group and one high involvement customer type. The results from our study showed that the customer types valued different features of omnichannels and that the omnichannels did not affect the loyalty of a customer.

Place, publisher, year, edition, pages
2017. , p. 78
Keywords [en]
Omnichannel, omnishopper, value, loyalty, hedonism, utilitarism, involvement, shopping motives
Keywords [sv]
Omnikanal, omnishopper, värde, lojalitet, hedonism, utilitarism, engagemang, shoppingmotiv
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65925OAI: oai:DiVA.org:lnu-65925DiVA, id: diva2:1117026
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2017-06-29 Created: 2017-06-28 Last updated: 2017-06-29Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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