Iftikhar, Rehan (2023) Design of Technology-Enabled Interactions for Flow Experience in an Omnichannel Customer Journey. PhD thesis, National University of Ireland Maynooth.

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Abstract

The omnichannel retail strategy has become increasingly popular in recent years as retailers strive to provide a seamless customer experience across all channels. However, multiple studies indicate that retailers are facing challenges in delivering desired experiences in an omnichannel environment. Given this uncertainty faced by many retail firms in an environment with multiple channels, it is imperative for researchers to discern and utilize the factors that improve the customers’ flow when customers are moving between channels. Digital technologies play a vital role in delivering this experience, but retailers need design guidelines to utilize the potential of these technologies effectively. This research addresses this problem by introducing the omniflow framework, a design framework for improving the flow experience in the digital technology-enabled cross-channel customer journey. The study employed the design science research methodology and evaluated the design framework through an in-depth case study with an Irish retailer. This study explores the elements that enable integrated customer interactions with touchpoints across different channels within and outside retailers’ direct control. This study identified the technologies and digital solutions that act as enablers for channel integration activities. It also identifies the various dimensions that constitute the flow experience and proposes design principles linking the dimensions of the flow experience and the design of technology-enabled interactions. The study advances design theory by establishing a link between the design of technology-enabled interactions and the flow experience. The study's findings also contribute to a clearer understanding of the differences between retailer-controlled channel integration and the flow experience in the customer journey, which extends beyond the retailer's control. The results of the study also offer practical insights for retailers seeking to enhance the omnichannel experience for their customers.

Item Type:	Thesis (PhD)
Keywords:	Design; Technology-Enabled Interactions; Flow Experience; Omnichannel Customer Journey;
Academic Unit:	Faculty of Social Sciences > School of Business
Item ID:	17556
Depositing User:	IR eTheses
Date Deposited:	18 Sep 2023 10:16
URI:
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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