While navigating through the buying journey modern customers simultaneously use various offline and online marketing channels. Being able to offer a seamless customer experience is therefore a challenge for brands. The omnichannel marketing which is based on integration of all used channels into an entity has been used by a growing number of organisations over the recent years. Although this concept has been used and has been developing along with modern technologies for some years, almost no attention has been devoted to it in literature so far. In my thesis I focused on the positive effects omnichannel customer experience has on different variables in the consumer decision making process. The main aim is to check how the quality of omnichannel marketing is affecting brand involvement, customer perceived value, brand attitude and purchase intentions within the scope of the research model. Empirical research has been conducted with the method of a survey. Its findings reveal that variables are interconnected in 7 out of 8 examples. Based on the survey results it can be concluded that introducing omnichannel marketing to a brand activity can positively contribute to customer experience, which leads to various positive effects during the buying process.
|
