MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY Ta Huy Hoang Explore The Integrated Multi-Channel Shopping Experience Journeys: The Role of Integrated Multi-Channel Impacts on Customers' Integrated Multi-Channel Shopping Value MASTER OF BUSINESS Ho Chi Minh City – 2020 TIEU LUAN MOI download : skknchat@gmail.com MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY Ta Huy Hoang Explore The Integrated Multi-Channel Shopping Experience Journeys: The Role of Integrated Multi-Channel Impacts on Customers' Integrated Multi-Channel Shopping Value Major: Business Administration (Research) ID: 8340101 MASTER OF BUSINESS SUPERVISOR: Dr.Nguyen Viet Bang Ho Chi Minh City – 2020 TIEU LUAN MOI download : skknchat@gmail.com ACKNOWLEDGE First of all, I would like to express my gratitude to Dr. Nguyen Viet Bang for his valuable support, introduction, suggestions and encouragement for the six months of my research. His expertise and experience inspires me a lot and gives me the motivation to proceed and complete my studies. In addition, I would like to express my sincere thanks to all my friends, colleagues who are working for organizations in Ho Chi Minh City for their active support when I collect data.
I am very grateful to all of you. Last but not least, my warm thanks to my family who always stood by me, support for me to complete this study. TIEU LUAN MOI download : skknchat@gmail.com Table of Contents ACKNOWLEDGE TABLE OF CONTENTS LIST OF ABBREVIATIONS LIST OF TABLES LIST OF FIGURES ABSTRACT CHAPTER I: INTRODUCTION. Research background and research problem.
Integrated Multi-channel:. Research background and research problem. Scope and subject of the study.7 CHAPTER 2: LITERATURE REVIEW. Variety-seeking Behaviour Theory.
Variety of Touch Points and Distribution Channel models. Distribution Channel models. Shopping Value in Customer Shopping Journeys. Channels’ value dimensions.
Integrated multi-channel Shopping Value. 21 CHAPTER 3: RESEARCH METHODOLOGY. Data analysis technique. Modified scale items.
Main quantitative study. Data analysis techniques.44 CHAPTER 4: DATA ANALYSIS. 46 TIEU LUAN MOI download : skknchat@gmail. Evaluate the measurement model.
Cronbach’s Alpha test of scales. EFA discovery factor analysis. EFA analysis with components of 3-dimensional Offline Shopping Value scale. EFA analysis with components of 3-dimensional Online Shopping Value scale.
EFA analysis with offline shopping value scale. EFA analysis with online shopping value scale. EFA analysis with components of 2-dimensional Integrated multi-channel shopping value. EFA analysis with integrated multi-channel shopping value scale.
Test the research model by regression variable average value. Components of 3-dimensional Offline Shopping Value and Offline Shopping Value. Components of 3-dimensional Online Shopping Value and Online Shopping Value. Offline Shopping Value, Online Shopping Value and Integrated Multi-channel Shopping Value.83 CHAPTER 5: CONCLUSIONS, IMPLICATIONS AND LIMITATIONS.
Implies measurement results. Implied results of the research model. Research contributions and implications. Integrated multi-channel Shopping Value.
Dimensions of Shopping Value for offline touch points and online touch points. Dimensions of offline shopping value and online shopping value for Integrated multi-channel Shopping Value. Managerial contributions and Practical implications. Limitations and directions for further research.
Directions for future research. 92 REFERENCES APPENDICES Appendix 3.1: English Qualitative Interview Questions Appendix 3.2: Vietnamese Qualitative Interview Questions Appendix 3.3: Data transcript of Staff 1 (English version) Appendix 3.4: Data transcript of Staff 1 (Vietnamese version) Appendix 3.5: The qualitative research finding Appendix 3.7: Questionnaire (Vietnamese Version) TIEU LUAN MOI download : skknchat@gmail.com LIST OF ABBREVIATIONS SPSS Statistical Package for the Social Sciences EFA Exploratory Factor Analysis KOM Kaiser - Meyer - Olkin coefficient OFFUSV Offline - Utilitarian Shopping Value OFFHSV Offline - Hedonic Shopping Value OFFSSV Offline - Social Shopping Value ONUSV Online - Utilitarian Shopping Value ONHSV Online – Hedonic Shopping Value ONSSV Online - Social Shopping Value ONSV Online Shopping Value OFFSV Offline Shopping Value IMSV Integrated Multi-Channel Shopping Value TIEU LUAN MOI download : skknchat@gmail.com LIST OF TABLES Table 2.1: Summary of proposed research hypotheses. Adjustment scale of utilitarian shopping value. Adjustment scale of hedonic shopping value.
Adjustment scale of social shopping value. Adjustment scale of offline shopping value. Adjustment scale of online shopping value. Adjustment scale of Integrated multi-channel Shopping Value.
Scale items of Utilitarian Shopping Value. Scale items of Hedonic Shopping Value. Scale items of Social Shopping Value. Scale items of Integrated multi-channel Shopping Value.
Scale items of Offline Shopping Value. Scale items of Online Shopping Value. Cronbach’s Alpha coefficients for components of 3-dimensional Offline Shopping Value. Cronbach’s Alpha coefficients for components of 3-dimensional Online Shopping Value.
Cronbach’s Alpha coefficients for components of Integrated Multi-Channel Shopping Value. Cronbach’s Alpha coefficients for components of of Offline Shopping Value. Cronbach’s Alpha coefficients for components of of Online Shopping Value. EFA results analysis with components of 3-dimensional Offline Shopping Value scale.
EFA results analysis with components of 3-dimensional Online Shopping Value scale. EFA results analysis with offline shopping value scale. EFA results analysis with online shopping value scale. EFA results analysis with components of 2-dimensional Integrated multi-channel shopping value .59 TIEU LUAN MOI download : skknchat@gmail.
EFA results analysis with integrated multi-channel shopping value scale. Matrix correlation between variables. Assessing the suitability of the model. Results of test analysis F.
Regression analysis results model 1. Matrix correlation between variables. Assessing the suitability of the model. Results of test analysis F.
Regression analysis results model 2. Matrix correlation between variables. Assessing the suitability of the model 3. Results of test analysis F.
Regression analysis results model 3. 79 TIEU LUAN MOI download : skknchat@gmail.com List of figures Figure 2. Research model Integrated Multi-channel Shopping Value. 81 TIEU LUAN MOI download : skknchat@gmail.com ABSTRACT Due to constant change is one of the defining characteristics of contemporary societies, and obviously the retail industry.
This claim is confirmed by theoretical and empirical research that seeks to solve the ongoing digitalization and retail innovation. It includes fluctuations in business models, increasing the diversity of channel and store formats, from changing retail technology to fundamentally new ideas and concepts. These challenges require retailers to devise new strategies to capture and meet the escalation of customer expectations. Recognizing the change of the new business context, physical retailers today have made the switch from communication model to applying multi-channel business model combining e-commerce and establishing door.
To support this, the author studies how retailers have integrated shopping channels and interacted with customers. Thereby solving the problem of product satisfaction and creating seamless customer experience with special value, thereby leading consumers to expect consistent service and even lead to brand experience experience. In parallel, digitalization gives consumers access on the internet to increase their expectations in terms of shopping. Therefore, it has given them the ability to be consistent, replace and simultaneously use countless offline, online and contact channels throughout their shopping journey, which makes too many channels available.
shopping, there will be more journeys and a lot of potential customers' unexplored shopping motives to be the void of this topic. After evaluating the results of the research with reality, the thesis described the relationship between the initial motivation of shopping for different shopping channels and the integration of shopping channels together. The opposite effect on customer purchasing motivation. And more specifically, the research results that answer the question of measuring the level of multi-channel experience high or low will depend on the exposure and navigation of retailer shopping channels for customer types.
That is, from shopping results show that the initial needs of customers will be enhanced more or less when starting at different channels and will eventually bring different shopping value to customers. The results of this research have great implications for companies that care for customers, individuals working in marketing, advertising and psychologists in customers' shopping. Beneficiaries are customers when they experience the perfect shopping journey and feel satisfied with the product or service. Along with that are retailers when their products are preferred by customers and choose to buy.
Keywords: Integrated multi-channel Shopping Value, retail digitalization, touch point, Integrated multi-channel, utilitarian dimensions , hedonic dimensions, social dimensions. TIEU LUAN MOI download : skknchat@gmail.com CHAPTER I: INTRODUCTION In this chapter, the important role of integrated multi-channel in the relationship between multi-channel shopping value and shopping motivation has been shown, especially in an uncertain business environment today. The non-linear shopping journey of customers is also described to clarify the impact of multi-channel on customer shopping journeys. In addition, this chapter illustrates research in the context of Vietnam with dimensions suitable for specific Vietnamese culture.
Moreover, the purpose, scope and meaning of the study were also introduced. Research background and research problem 1. Integrated Multi-channel: If in the past, the behavior of shopping using multiple integrated channels was little known. But in recent years, the popularity of the "Integrated Multi-channel" concept has increased, however, there has been very little research done on Integrated Multi-channel behavior.
There have been many studies on multi channel and cross channel shopping behavior (Konuş et al., 2008; Neslin et al., 2006; Verhoef, Neslin, Vroomen, 2007) but only at discovery level. Multi-channel shopping is shopping on different channels, for example in physical stores and online on a website. In multi-channel shopping, each channel has its own strategy. Multichannel refers to a strategy of continuously operating channels as independent entities (Yan et al.
As for cross-channel shopping, there is a strategy for all channels and consumers to use different channels. Cross-channels integrate multiple channels to allow consumers to move and feel through channels and points of contact (Chatterjee, 2010; Schramm-Klein et al. Integrated multichannel is considered an upgraded and complete form of cross-channel shopping model and is located at the position of the highest near-continuity. Regarding the existing literature (Ailawadi and Farris, 2017; Beck and Rygl, 2015; Lemon and Verhoef, 2016; Rapp et al., 2015; Verhoef et al.
Integrated multichannel can be called the complete cohesion of different channels and touch points, leading to an optimal brand customer experience. Such cohesion requires a systematic adjustment of retail strategies and operations at channels regardless of the point of contact, and then leads to customer locking in the ecosystem retail brand. And now, consumers use several channels in the buying process, both online and offline: channels like websites, webinars, social media, physical stores, on-device apps. mobile, catalog and more.
By mastering the integrated multi-channel retail model, the retailer will make consumers feel the transition between these channels is easy and continuous and they will experience all the channels together as one complete channel. For example, when consumers will go shopping at Phuc Long repair tea shop, they can use the App application on their smartphone; This app can show consumers 1 TIEU LUAN MOI download : skknchat@gmail.com a personalized shopping list and shopping route, after which they will move and receive their goods at the nearest store that has been suggested. Consumers experience this app and the store is a complete channel. This seamless shopping experience is called Integrated Multi-channel shopping Integrated Multi-channel is effectively used to increase sales and optimize customer experience.
When applying the Integrated Multi-channel model, you must ensure to provide customers with seamless and consistent experience whether in real stores or online environments. 2 1 TIEU LUAN MOI download : skknchat@gmail.com In the current reality, consumer buying behavior is unpredictable and unpredictable by distributors when it is no longer a straightforward step: determining demand => seeking information = > compare to make a decision => purchase (offline or online) => satisfied => speak good about the product. that has evolved into a non-Linear Customer Journey continuous jump cross between device platforms, between distribution channels and between real and virtual worlds, and it is very difficult to predict where to go next. An example of a modern consumer non-linear journey is as follows: Huy Hoang while watching Facebook of a famous fashionista on the iPad was impressed with an ABC brand's jacket, he visit the hashtag #IloveABC he has access to a series of photos / videos about how to coordinate the coats of many others that make him extremely excited.