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    Customer shopper characteristics in omni-channel experience in turkey - the case of home ımprovement sector
    (İstanbul Bilgi Üniversitesi, 2019) Ulusoy, Demet; Atakan, Serap
    ABSTRACT: Nowadays, customers have a tendency to use different channels at the same time. Internet and mobile usage increase to a higher level among almost every sector worldwide. On the other hand, physical stores are maintaining their importance in the eyes of the customers; because customers may find physical stores much more reliable and reachable. With the dawn of mobile commerce and Internet, customers firstly seek information about products they want to purchase via these devices and they complete their buying process with searching, pre-evaluating, buying and postevaluating stages of the decision making of buying. So, they want to reach all information or promotion in whole channels with standing data. Therefore; seamless customer experience in the Omni-channel world is playing an important role in recent days. Because of these reasons, the research focuses on Omni-channel customer experience with involvement of customers who have purchase intention with some specific shopper characteristics like showrooming or webrooming. Also, the home improvement sector has powerful companies in Turkey; hence, adapting to Omni-channel environment in terms of companies is one of the core competencies among competitors. In this study, the effect of atmosphere, perceived product satisfaction, process, salespeople, price perception and promotion effectiveness on Omni-channel customer experience and the effect of social, sensory and emotional experience on purchasing intention are examined. The study also examined the moderating impact on showroomer and webroomer customers’ Omni-channel customer experience and purchase intention. In addition, in order to understand the effect of the Omni-channel approach, the impact of the mentioned variables on all channels, physical stores and online channels are examined separately.According to the results, the atmosphere variable has a dominant effect on all channels as well as physical stores and online channels. Likewise, the process variable that includes delivery, return and exchange procedures has an impact on the Omni-channel customer experience. Among the components of customer experience, which includes social, sensory and emotional experience, it is seen that sensory experience has the most effect on purchasing intention in the sample was used for the study. Further researches can be conducted to explore Omni-channel customer experience and purchase intention with different variables and factors.