Phenomenological Analysis of Omni-channel Shopping Value from the Perspective of ‘Generation Y’ and ‘Generation X’ Customers

The Omni-channel marketing system or strategy is a type of marketing where all channels are integrated without any interruption. It aims to give consumers a holistic experience of shopping. A focus on maximizing customer value is fundamental for OCR’s success. The purpose of the present study is to develop the concept of Omni-channel shopping value from the perspective of the ‘Generation Y’ and ‘Generation X’ with a phenomenological approach.

This research was conducted using the qualitative method (Interpretive Phenomenology- Framework). The statistical population was people who had both offline and online shopping experiences from brands that had stores and online sales at the same time. Within the framework of the purposeful sampling strategy, 40 people were selected using the Maximum Variation Sampling method. Data were collected through interviews. The NCT model was used to analyze the data using Atlas.Ti software.

Finally, 62 sub-concepts for sub-dimensions of shopping value in 4 channels related to ‘Generation Y’ and 56 sub-concepts for sub-dimensions of shopping value in 4 channels related to ‘Generation X’ were identified.

The present study is the first research on the Omni-channel shopping value in Iran, which has identified a subset of shopping values in offline and online channels from the perspective of two generations (i.e. Generation Y and Generation X).