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In previous chapters, we explored different facets of omnichannel customer switching behaviour using multiple data collection and analysis methods. In this chapter, we focus on translating these insights into actionable recommendations for both scholars and practitioners. As so, we synthesize the research findings for addressing the research questions, and discuss the research contributions. Given the four identified segment omnichannel switchers, we propose two key mitigation strategies for practitioners: (1) strengthening brand-centric and social norms to retain customers, and (2) designing seamless, personalized journeys that integrate trust, social influence, and time considerations.

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Managing Omnichannel Switching: Effective Mitigation Approaches

  • 章节

  • 发表日期：

    2026年

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  • Nguyen Thi Van Anh,
  • Robert McClelland,
  • Nguyen Hoang Thuan

摘要

In previous chapters, we explored different facets of omnichannel customer switching behaviour using multiple data collection and analysis methods. In this chapter, we focus on translating these insights into actionable recommendations for both scholars and practitioners. As so, we synthesize the research findings for addressing the research questions, and discuss the research contributions. Given the four identified segment omnichannel switchers, we propose two key mitigation strategies for practitioners: (1) strengthening brand-centric and social norms to retain customers, and (2) designing seamless, personalized journeys that integrate trust, social influence, and time considerations.