Dynamic Model Of The Relationship Of Optimized Customer Behaviour And Firm Performance In The Changing Omnichannel Purchasing Environment (OTKA 146356, 2024-2026)

Principal investigator: Prof. Dr. Simon Judit (CUB)

Source: freepik

The development of omnichannel shopping behaviour as a dynamic process is still under-researched topic in international literature. There are only a few research results on the Hungarian omnichannel buying behaviour as well, and only a few research has previously focused on customer behaviour in this environment, although this is a relevant and important area not only for the scientific research but for the companies as well.

The first and maybe the most important result of our research is to get to know better the optimized decision-making process of consumers in omnichannel environment, and to give an empirically tested review about the omnichannel behavioural patterns. With our research, we would like to develop a measuring method, a scale of omnichannel behavioural intention. This scale is not only useful for the academic researchers but also significant and important for the managers and companies connected to omnichannel retailing. Using this scale, they will be able to get to know their consumers better and to plan better omnichannel services. According to this result, their services and e-commerce activities could be developed for achieving higher satisfaction and loyalty, which are key dimensions of performance.

Our secondary aim is to give a thorough understanding of the omnichannel behaviour from the aspect of COVID19, and to show whether the behaviours have been changed between 2021 and 2024.

Research fellows: Dr. Ildikó Kemény (CUB), Dr. Zombor Berezvai (CUB), Dr. Ákos Nagy (UP)