Examination of consumers' omni-channel experiences

The aim of this thesis study is to determine the evaluations of the omni-channel experience types that include all possible touch points during the entire omni-channel shopping journey in the context of clothing, shoes, computers and electronic equipment retailers from the consumers' point of view, and to examine the relationships between satisfaction, trust in the retailer, loyalty and word of mouth intents (WOM) with these experience types. For this purpose, in the study, using the quantitative research approach, relational research type and field study (survey) design were used. In the study, 396 participant data were collected from consumers over the age of 18 residing in Konya, who had a previous experience of omni-channel shopping, based on the convenience sampling method, with a questionnaire formed from some related scales, the validity and reliability of which were tested in the literature, taking into account the variables discussed. In other words, the participants included in the sample of the research consisted of consumers who had performed at least one of the omni-channel shopping applications at least once before. The collected data were analyzed through descriptive statistics and Pearson Correlation Analysis. Descriptive analysis results; has revealed that participants' evaluations of omni-channel experiences, which consist of the dimensions of "social communication, value, customization, customer service, consistency, information security, delivery, returns, loyalty programs, connectivity, integration, flexibility, cognitive customer experience and affective (emotional) customer experience" are relatively positive. In addition, the results of the correlation analysis obtained for the secondary purpose of the study is showed that there was a significant positive relationships between the participants' all omni-channel experiences and critical consumer behavioral performance indicators such as satisfaction, trust in the retailer, loyalty and WOM tendency, most of which were high-level and moderate. It has been determined that the "consistency experience" is the first type of experience, which is of decisive importance in terms of each key consumer behavior intents, among the omni-channel experiences, which are considered in a total of fourteen sub-dimensions. On the other hand, the other omni-channel experiences common to each of the top five in terms of determining behavioral outcome variables were strikingly reflected in the results, listed as "customer service experience" and "delivery experience". In this sense, in the study, remarkable results have been achieved in terms of both the conceptual literature with the framework it provides for various theoretical inferences and the clues it provides to decision makers.