This book provides valuable insights into omnichannel customer behaviour and experiences during the switching process from online to offline channels and vice versa. It explores the key trends in consumer shopping behaviours in omnichannel retailing contexts, evaluating the impacts of customer switching behaviours in an omnichannel setting, and the factors influencing channel choices during the omnichannel journey.
This book is one of the first to systematically review omnichannel marketing domain, identifying key trends and emerging themes in omnichannel customer behaviour. It positions channel switching behaviour as a central aspect rather than a sub-theme of channel choice. Unlike traditional perspectives that view channel switching as a secondary behaviour, this book argues that in an omnichannel environment designed for a seamless customer experience, switching behaviour is a core element to be explored and examine. It is the first in the field to emphasize the leading role of omnichannel switching behaviour. It contributes empirical findings with both qualitative and quantitative results, expanding existing literature on switching motivations, antecedents, and roles of emerging technology. From a practical perspective, this book equips business managers with a deeper understanding of customer behaviour during channel switching. It provides strategic insights to optimize channels for seamless customer journeys, to attract competitive research shoppers, and retain loyal customers in an increasingly dynamic retail environment.
Nguyen Thi Van Anh is a Lecturer in the Business School (TBS) at RMIT Vietnam. She is also the Associate Program Manager for the Bachelor of Digital Marketing. She holds a PhD in Business from RMIT University, a Master's degree in International Financial Analysis, and a Bachelor's degree in Marketing and Management, both from the University of Newcastle upon Tyne (UK). Her research focuses on consumer behaviour in omnichannel retailing, customer experience, corporate social responsibility communication, and digital transformation.
Robert McClelland is a distinguished academic leader with over 50 years of experience in higher education. Currently serving as Dean of The Business School (TBS), RMIT College of Business and Law, he holds a Ph.D. in Blended and Virtual Learning for Business and is both a Fellow of the Royal Statistical Society and the Higher Education Academy. He specializes in business learning and evaluating public sector projects, and has supervised 43 doctoral studies, examined 40 more, and authored 150 scholarly works. With expertise in research methods, health and sustainability, he has played key roles in national research assessments. Robert developed as a scientist, senior lecturer, and associate professor in the UK before leading management departments in Southeast Asia.
Nguyen Hoang Thuan is Associate Professor and Head of Business Innovation Department in The Business School, RMIT University Vietnam. Before joining RMIT University Vietnam, he worked as Head of Software Engineering Department at Can Tho University of Technology, Vietnam. He holds a Ph.D. from Victoria University of Wellington, New Zealand. He has published +40 papers and 3 books. His research interests are crowdsourcing, design science research, digital business, information modelling, information systems, explainable AI
