Consumer preferences for omnichannel customer service in the consumer electronics industry

Abstract

PURPOSE: The purpose of the article is to identify the number and types of channels used by the consumer when purchasing consumer electronics (RTV equipment, cheap and expensive electronics).

DESIGN/METHODOLOGY/APPROACH: In the theoretical part, a systematic review of the scientific literature was used (Scopus and Web of Science databases). In the research part, a questionnaire study (CAWI method) based on a statistically representative sample of respondents was used.

FINDINGS: Literature review revealed the lack of detailed, deeper studies dedicated to multichannel purchasing of consumer electronics - research gap. The obtained research results show that in the purchasing process, customers prefer the channels of traditional stores and online stores, both in the homogeneous and heterogeneous configuration.

PRACTICAL IMPLICATIONS: Knowledge of consumer behavior (preferred and unprecedented purchase channels) should interest multi-channel sellers and distributors in shaping solutions adequate to market expectations.

ORIGINALITY/VALUE: So far, research on multi-channel buy and sell transactions is based primarily on the interpretation of data collected by platforms and systems for recording commercial transactions - relative presumption of behavior. The original research approach used in this article allows for the analysis of consumer behavior at every stage of the transaction – directly, at the source - ensuring the certainty of the information obtained, absolute reliability of purchasing behavior.