商品描述
This book provides valuable insights into omnichannel customer behaviour and experiences during the switching process from online to offline channels and vice versa. It explores the key trends in consumer shopping behaviours in omnichannel retailing contexts, evaluating the impacts of customer switching behaviours in an omnichannel setting, and the factors influencing channel choices during the omnichannel journey. This book is one of the first to systematically review omnichannel marketing domain, identifying key trends and emerging themes in omnichannel customer behaviour. It positions channel switching behaviour as a central aspect rather than a sub-theme of channel choice. Unlike traditional perspectives that view channel switching as a secondary behaviour, this book argues that in an omnichannel environment designed for a seamless customer experience, switching behaviour is a core element to be explored and examine. It is the first in the field to emphasize the leading role of omnichannel switching behaviour. It contributes empirical findings with both qualitative and quantitative results, expanding existing literature on switching motivations, antecedents, and roles of emerging technology. From a practical perspective, this book equips business managers with a deeper understanding of customer behaviour during channel switching. It provides strategic insights to optimize channels for seamless customer journeys, to attract competitive research shoppers, and retain loyal customers in an increasingly dynamic retail environment.
商品描述(中文翻譯)
本書提供了有關全通路（omnichannel）顧客行為及其在從線上轉換到線下渠道及反之過程中的體驗的寶貴見解。它探討了全通路零售環境中消費者購物行為的主要趨勢，評估了顧客在全通路環境中的轉換行為的影響，以及影響全通路旅程中渠道選擇的因素。本書是首批系統性回顧全通路行銷領域的著作之一，識別了全通路顧客行為中的關鍵趨勢和新興主題。它將渠道轉換行為定位為核心方面，而非渠道選擇的子主題。與傳統觀點將渠道轉換視為次要行為不同，本書主張在為無縫顧客體驗而設計的全通路環境中，轉換行為是一個核心要素，值得深入探討和研究。本書在該領域中首次強調全通路轉換行為的主導角色。它提供了質性和量性結果的實證發現，擴展了現有文獻中有關轉換動機、前因及新興技術角色的研究。
從實務的角度來看，本書使商業經理對顧客在渠道轉換過程中的行為有更深入的理解。它提供了優化渠道以實現無縫顧客旅程的戰略見解，以吸引競爭性研究購物者，並在日益動態的零售環境中保留忠實顧客。
作者簡介
Nguyen Thi Van Anh is a Lecturer in the Business School (TBS) at RMIT Vietnam. She is also the Associate Program Manager for the Bachelor of Digital Marketing. She holds a PhD in Business from RMIT University, a Master's degree in International Financial Analysis, and a Bachelor's degree in Marketing and Management, both from the University of Newcastle upon Tyne (UK). Her research focuses on consumer behaviour in omnichannel retailing, customer experience, corporate social responsibility communication, and digital transformation. Robert McClelland is a distinguished academic leader with over 50 years of experience in higher education. Currently serving as Dean of The Business School (TBS), RMIT College of Business and Law, he holds a Ph.D. in Blended and Virtual Learning for Business and is both a Fellow of the Royal Statistical Society and the Higher Education Academy. He specializes in business learning and evaluating public sector projects, and has supervised 43 doctoral studies, examined 40 more, and authored 150 scholarly works. With expertise in research methods, health and sustainability, he has played key roles in national research assessments. Robert developed as a scientist, senior lecturer, and associate professor in the UK before leading management departments in Southeast Asia.
Nguyen Hoang Thuan is Associate Professor and Head of Business Innovation Department in The Business School, RMIT University Vietnam. Before joining RMIT University Vietnam, he worked as Head of Software Engineering Department at Can Tho University of Technology, Vietnam. He holds a Ph.D. from Victoria University of Wellington, New Zealand. He has published +40 papers and 3 books. His research interests are crowdsourcing, design science research, digital business, information modelling, information systems, explainable AI
作者簡介(中文翻譯)
阮氏雲安（Nguyen Thi Van Anh）是越南RMIT大學商學院（TBS）的講師，同時擔任數位行銷學士學位的副程式經理。她擁有RMIT大學的商業博士學位、英國紐卡索大學的國際金融分析碩士學位，以及行銷與管理的學士學位。她的研究重點在於全通路零售中的消費者行為、顧客體驗、企業社會責任溝通以及數位轉型。
羅伯特·麥克萊蘭（Robert McClelland）是一位卓越的學術領導者，擁有超過50年的高等教育經驗。目前擔任RMIT商學院（TBS）院長，他擁有商業混合與虛擬學習的博士學位，並且是英國皇家統計學會和高等教育學院的院士。他專注於商業學習和公共部門項目的評估，曾指導43篇博士研究，審查40篇，並撰寫了150篇學術作品。擁有研究方法、健康與可持續性方面的專業知識，他在國家研究評估中扮演了關鍵角色。羅伯特在英國發展為科學家、高級講師和副教授，之後在東南亞領導管理系。
阮黃順（Nguyen Hoang Thuan）是越南RMIT大學商學院的副教授及商業創新系主任。在加入越南RMIT大學之前，他曾擔任越南芹苴科技大學軟體工程系主任。他擁有新西蘭維多利亞大學的博士學位，已發表超過40篇論文和3本書籍。他的研究興趣包括群眾外包、設計科學研究、數位商業、資訊建模、資訊系統以及可解釋的人工智慧。
