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

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hse_ethesis_14356.pdf (1.24 MB)

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School of Business | Master's thesis
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Date

2016

Department

Markkinoinnin laitos
Department of Marketing

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Markkinointi
Marketing

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Degree programme

Language

en

Pages

77

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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.

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Keywords

omni-channel retail, retailing, CRM, consumer behavior, consumer psychographics, consumer surveys, online store development

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https://urn.fi/URN:NBN:fi:aalto-201609083391

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[gradu] Kauppakorkeakoulu / BIZ