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...