Papashvili-Bodai Nino (2025) The dynamics of consumer satisfaction in omni-channel retailing. Prosperitas, 12 (2). pp. 1-13. ISSN 2786-4359 (Online)
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Abstract
This study investigates consumer satisfaction with omni-channel retailing in the clothing sector, specifically comparing behaviors in Hungary and Austria. Utilizing qualitative data gathered from focus group discussions, the research delves into how consumers transition between online and physical shopping environments and identifies both the challenges consumers encounter and consumers preferences in each context. Key findings reveal trust issues associated with online shopping, complications related to sizing and returns, and the influence of cultural, economic, and technological factors on omni-channel strategies in both nations. While Austrian consumers tend to adopt a hybrid shopping model that combines online research with in-store purchases, Hungarian consumers display a pronounced preference for in-store shopping, driven by concerns over trust and return policies. The results underscore the necessity for retailers to develop customized omni-channel strategies that cater to distinct consumer preferences thereby enhancing customer satisfaction. The study helps retailers and policymakers to optimize omni-channel retail experiences.
Tudományterület / tudományág
társadalomtudományok > szociológiai tudományok
Institution
Budapesti Gazdasági Egyetem
| Item Type: | Article | ||||||
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| Uncontrolled Keywords: | omni-channel retailing, customer satisfaction, shopping experience, Hungary, Austria | ||||||
| Depositing User: | Kinga Eszenyi-Bakos | ||||||
| Identification Number: | 35961229 | ||||||
| DOI azonosító: | https://doi.org/10.31570/prosp_2025_0135 | ||||||
| Date Deposited: | 2025. Mar. 13. 15:00 | ||||||
| Last Modified: | 2025. Sep. 11. 07:47 | ||||||
| URI: | https://publikaciotar.uni-bge.hu/id/eprint/2450 |
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