Understanding the Omnichannel Customer Journey: Determinants of Interaction Choice

Item Type Journal paper
Abstract

Through the proliferation of channels and ways to engage in these channels, customers today have an unprecedented range of options to individualize their customer journeys. This study attends to the resulting complexity by investigating the overt and underlying reasons for customers’ interaction choices along the omnichannel customer journey. Data collected from focus groups, expert interviews, and laddering interviews with motor insurance customers illustrate that omnichannel customer journeys are inherently individualistic but driven by three types of effects. Some effects apply to singular interaction choices and are hence journey independent, while the strength of inertia between subsequent interactions depends on customers’ satisfaction with the interaction. Customer journey patterns, which pertain to specific portions of the journey, include research shopping and the novel impersonalization/ interactivity reduction effect. Our findings further provide additional explanations for these customer journey patterns and customers’ limited motor insurance search efforts. Based on the ultimate underlying motives for interaction choice, the four types of value-in-use customers seek in their interactions, a segmentation approach that is more effective than predominant efforts using observable interaction behavior is suggested.

Authors Barwitz, Niklas & Maas, Peter
Journal or Publication Title Journal of interactive marketing
Language English
Keywords Customer journey, Omnichannel, Interaction choice, Customer experience
Subjects business studies
HSG Classification contribution to scientific community
HSG Profile Area Global Center for Customer Insight
Refereed Yes
Date August 2018
Publisher Elsevier
Place of Publication New York, NY
Volume 43
Page Range 116-133
Number of Pages 17
ISSN 1094-9968
ISSN-Digital 1520-6653
Publisher DOI 10.1016/j.intmar.2018.02.001
Depositing User Prof. Dr. Peter Maas
Date Deposited 12 Feb 2018 12:51
Last Modified 21 May 2019 13:31
URI: https://www.alexandria.unisg.ch/publications/253554

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Citation

Barwitz, Niklas & Maas, Peter (2018) Understanding the Omnichannel Customer Journey: Determinants of Interaction Choice. Journal of interactive marketing, 43 116-133. ISSN 1094-9968

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https://www.alexandria.unisg.ch/id/eprint/253554
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