Angela Satiko Yojo
Master's – Customer Value Creation in an Omnichannel Environment
Advisor: Profª. Drª. Ana Akemi Ikeda
Comission: Profs. Drs. Thelma Valeria Rocha, Vivian Iara Strehlau and Carlos de Brito Pereira
Class: 217, FEA-5
This study combines customer value creation and retail theories to investigate the complex and delicate intimate apparel product category. Our main objective is to identify sources of customer value creation within an omnichannel environment. This exploratory qualitative research included three different information sources: (1) secondary data, (2) in-depth interviews with two intimate apparel retailing professionals, and (3) in-depth interviews with 22 women from various financial, social, and ideological backgrounds. Information analysis process followed thematic analysis procedures and visual mapping for interview transcripts and relevant customer variables. Findings suggest that customer value creation sources vary according to channel type. They also imply customer financial situation, product category, ideological backgrounds, and physiological needs affect retailer choice. Moreover, the same customer variables determine how they derive value from each source. Research results provide insights for lingerie retailing managers of various marketing channels. From a theoretical point of view, we hope to shed some light into the importance of studying complex and delicate products such as lingerie. Furthermore, identifying relevant variables to customer retailer choice may assist future research on the joint study of customer channel and retailer brand choice.
*Abstract provided by the author