Exploring Customer Experience during Channel Switching in Omnichannel Retailing: A Qualitative Assessment on Smart Home Appliances

Prayogo, Sherina (2026) Exploring Customer Experience during Channel Switching in Omnichannel Retailing: A Qualitative Assessment on Smart Home Appliances. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

The rapid rise of omnichannel retailing has transformed how customers interact with retailers by integrating online and offline channels to deliver seamless experiences; however, many retailers, especially in emerging markets such as Indonesia, still struggle to provide cohesive omnichannel experiences due to technological, operational, and service integration challenges. This study explores customer experiences during channel switching in the purchase of high-involvement products, focusing on smart home appliances, specifically dishwashers, using an exploratory qualitative case study approach. In-depth semi-structured interviews were conducted with customers who engaged with omnichannel campaigns of leading smart home appliance brands in Indonesia, adopting a customer perspective to capture real-world channel switching experiences across multiple touchpoints throughout the decision-making process. The study aims to identify (1) the reasons driving customers to switch between channels, (2) the determinants influencing channel choice during switching, and (3) strategies retailers can adopt to improve customer experience and strengthen retention. Findings are analyzed through thematic analysis based on Nguyen et al.’s (2022) channel switching behavior framework, supported by expert validation. This study contributes to omnichannel and customer experience literature in an emerging market context and provides actionable recommendations for retailers to enhance integration quality across touchpoints and build long-term customer relationships in Indonesia’s evolving smart home appliance sector.
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Perkembangan pesat ritel omnichannel telah mengubah interaksi pelanggan dengan peritel melalui integrasi saluran daring dan luring untuk menciptakan pengalaman yang mulus. Namun, banyak peritel di pasar berkembang seperti Indonesia masih menghadapi tantangan dalam menghadirkan pengalaman omnichannel yang terintegrasi akibat kendala teknologi, operasional, dan layanan. Penelitian ini bertujuan untuk mengeksplorasi pengalaman pelanggan dalam proses perpindahan saluran (channel switching) pada pembelian produk dengan tingkat keterlibatan tinggi, khususnya peralatan rumah pintar berupa mesin pencuci piring (dishwasher), menggunakan pendekatan studi kasus kualitatif eksploratif. Wawancara mendalam semi-terstruktur dilakukan terhadap pelanggan yang terlibat dalam kampanye omnichannel merek peralatan rumah pintar di Indonesia untuk mengidentifikasi alasan perpindahan saluran, faktor penentu pemilihan saluran, serta strategi peritel dalam meningkatkan pengalaman pelanggan dan retensi. Analisis tematik dilakukan berdasarkan kerangka perilaku perpindahan saluran dari Nguyen et al. (2022) dengan dukungan validasi ahli. Penelitian ini memberikan kontribusi pada literatur omnichannel dalam konteks pasar berkembang serta menawarkan rekomendasi praktis bagi peritel untuk meningkatkan kualitas integrasi dan hubungan pelanggan jangka panjang.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Channel Switching, Customer Experience, Omnichannel Retailing, Qualitative research, Smart Home Appliances, Perpindahan Saluran, Pengalaman Pelanggan, Ritel Omnichannel, Penelitian Kualitatif, Peralatan Rumah Pintar
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5549.5.P7 Promotions.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Sherina Prayogo
Date Deposited:	29 Jan 2026 06:36
Last Modified:	29 Jan 2026 06:36
URI:	http://repository.its.ac.id/id/eprint/131075

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