An Analysis of Consumer Behaviour in Multichannel Retailing and Omnichannel Retailing

Abstract

This paper investigates consumer behavior in multichannel and omnichannel retailing environments. With the evolution of technology and the increasing importance of the internet, consumer expectations and shopping behaviors have significantly transformed. Multichannel retailing, which involves using multiple channels for selling products, and omnichannel retailing, which ensures a seamless consumer experience across all channels, have emerged as critical strategies for businesses. This study aims to explore the differences in consumer behavior in these two retailing models, examining factors such as customer satisfaction, purchase frequency, and loyalty.