| Abstract [eng] |
On a global scale, the growth of omnichannel retailing is being observed, which is changing the relationship between retailers and consumers. Retailers who adopt omnichannel strategies aim to ensure that consumers receive the same experience across all channels: physical and digital. With this aim in mind, it is important to know what leads to a positive and consistent consumer experience in an omnichannel retailing and what results can be expected. The existing study of the analyzed phenomenon reveals that although researchers are conducting research related to the consumer experience in the omnichannel retailing, and their number is increasing, the approaches used by researchers and the results obtained are characterized by diversity. For this reason, there is a lack of a generalized approach or logic that integrates the main types of consumer experience in the omnichannel retailing, the factors that determine them and the expected results. In view of this, the final master's project raises the following research questions – what types of consumer experience are occured in the omnichannel retailing, what factors determine them and what results are caused? |
