Consumer psychographic surveys as part of the decision-making in customer relationship management in omni-channel retail environments -Case Tokmanni

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Laurila, Louna
dc.date.accessioned 2016-06-14T06:01:02Z
dc.date.available 2016-06-14T06:01:02Z
dc.date.issued 2016
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/20681
dc.description.abstract The theoretical understanding of online shopping behavior and customer relationship management have received much attention among researchers. Less focus has been given to understanding how the information on online shopping behavior combined with customer psychographic attributes can be used when developing online stores as part of the customer relationship management strategy in omni-channel retail environment. This study develops and empirically tests a customer survey, with the aim of to better understand customer needs and behavior in online stores in omni-channel retail environment. The survey data is combined with the purchase data of one Finnish discounter retailer, and four different regression analyses are done to study if the customer psychographic attributes explain the purchase behavior. The results give valuable information as well as relationships between the customer behavior and psychographics. Based on the results the case company can develop its online store to better serve customer needs, thus yielding to better customer-based performance and enhanced omni-channel strategy as part of the customer relationship management. en
dc.format.extent 77
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Consumer psychographic surveys as part of the decision-making in customer relationship management in omni-channel retail environments -Case Tokmanni en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword omni-channel retail
dc.subject.keyword retailing
dc.subject.keyword CRM
dc.subject.keyword consumer behavior
dc.subject.keyword consumer psychographics
dc.subject.keyword consumer surveys
dc.subject.keyword online store development
dc.identifier.urn URN:NBN:fi:aalto-201609083391
dc.type.dcmitype text en
dc.programme.major Markkinointi fi
dc.programme.major Marketing en
dc.type.ontasot Pro gradu tutkielma fi
dc.type.ontasot Master's thesis en
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon asiakashallinta
dc.subject.helecon customer relationship management
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon päätöksenteko
dc.subject.helecon decision making
dc.subject.helecon vähittäiskauppa
dc.subject.helecon retail trade
dc.subject.helecon erikoistavarat
dc.subject.helecon specialty goods
dc.subject.helecon kauppaketjut
dc.subject.helecon chain stores
dc.ethesisid 14356
dc.date.dateaccepted 2016-02-12
dc.location P1 I


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