Executive Summary

Topic: Empirical Study on Customer perception of Experience in Omni-Channel

Retailing

The purpose of this research is to examine the literature on customer experience in context of Omni
channel retailing. This study proposes a conceptual model to better understand the factors that
contribute to increased customer satisfaction in Omni channel retailing through surveys and detailed
data analysis.

The research question we are trying to answer are:

 What is their most preferred Omni-channel for purchasing?

 What are the categories of product/services that customers prefer over different channels?
 What are the factors that impact the decision-making of customers while choosing between
available channels?

For the study, we have taken 12 interviews about understanding the customer’s point of view on
Omni channel retailing. Using those as inputs, we deduced some variables and carried out the theme
formation.

The themes that can be derived from these Concepts are:

1. Price/Sale/Discount and Quality will form the theme of Customer Perceived Value
(CPV).
2. Variety/Availability and Display will form the theme of Store Environment.
3. Time factor/wait time, Customer Service and Delivery will form the theme of
Service Quality.
4. Brand will be a separate theme.
5. Experience will be a separate theme.

In the next step, we will start Literature Review where these particular themes appear as
variables (dependent or independent) in the studies carried out earlier. In the Literature
Review, we will mainly be focussing on how these variable have impacted the customer
perception of online and offline retailing.

The summary of the Literature review is the attached excel sheet.

Then we formed the theoretical model and hypothesis.

Hypothesis:

H1 : The store environment has a positive relationship on the customer experience

H2 : Brand image has a positive relationship on customer experience
H3 : Service Quality has a positive relationship on customer experience
H4 : Customer Value Congruity has a positive relationship on the customer perceived value
H5 : Customer Perceived Value has a positive relationship on the Customer Experience
H8 : Service Quality has a positive relationship on the Customer Perceived Value
H6 : Brand Image has s positive relationship on the Brand Loyalty
H7 : Customer Experience has a positive relationship with Brand Loyalty

The Proposed Model:

Questionnaire:
SERVICE QUALITY:

1. Employees in my favourite store help me with prompt service.

2. The behaviour of the employees in my favourite store instils confidence in me.
3. This retailer does not give my personal information away to other marketing organisations
4. My favourite store uses some advanced digital technologies like UPI payment, bar code
billing system etc. that help me with better service

STORE ENVIRONMENT:

1. The store layout at this store makes it easy for me to find what I need.
2. I sense joy in shopping at my favourite store because of the store atmosphere like good
ambience, music, variety of products etc
3. I find the store atmosphere of my favourite store more attractive due to the good interiors
etc.
4. I find this store's interior very clean and neat.

BRAND IMAGE:

1. I find this brand one of the best brands in the sector.

2. I feel this brand has a personality that distinguishes itself from competitors.
3. I feel the products of this brand have high quality.
4. I am not disappointed whenever I shop or visit my favourite store.

VALUE CONGRUITY:

1. When I shop from my favourite store, the expectation of product price is met.
2. When I shop from my favourite store, the expectation of product quality is met.
3. When I shop from my favourite store, the expectation of product variety is met.
4. When I shop from my favourite store, I feel that my needs are fulfilled with what the store is
offering

CUSTOMER PERCEIVED VALUE:

1. I feel that my personal choices and preferences are fulfilled when I buy in my favourite store.
2. I feel proud of the purchases I make from my favourite store as I get good deals, and
products and feel happy.
3. I feel I am getting good value-added services for a reasonable price
4. I feel confident in this store.

CUSTOMER EXPERIENCE:

1. I would say that the experience at this firm’s offline shop is excellent
2. I believe that we get a superior experience at this firm’s offline shop.
3. I think that the total experience procedure at this firm’s offline shop is excellent
4. This offline shop makes a strong impression on my senses.

BRAND LOYALTY:

1. The next time I need that product, I will buy the same brand
2. I would recommend this brand to other
3. I will continue to shop in my favourite store in the coming years whenever I purchase
anything
4. I will say positive things about this retailer to others through social media.
The responses were fed to SPSS and the following output is observed:

The next step are as follows:

1) We conducted a pilot survey to understand the behaviour of the consumers that affect their
offline shopping experience for them.
2) The survey was conducted among 32 respondents
3) The survey was conducted with 34 questions (28 questions for understanding the experience
of the customers and 6 questions to understand their demographics).
4) The respondents were given 7 point and 5-point Likert scale to fill in their responses.
5) The response data was extracted and the average was calculated for each independent
variable and dependent variable.
6) The data was fed into SPSS software to calculate the Cronbach alpha and perform the
reliability analysis in order to analyse the relationship between the variables and the
reliability of the model.
7) We see that the Cronbach alpha based on the standardized item is 0.859 which implies that
85.9% of the variables are explained by this model.

Going forward, we will carry out another survey with more samples and apply different data
analytics techniques which will help us to conclude whether our hypothesis is significant or not.