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 positions channel switching behaviour as a central aspect rather than a sub-theme of channel choice. Unlike traditional perspectives that view channel switching as a secondary behaviour, this book argues that in an omnichannel environment designed for a seamless customer experience, switching behaviour is a core element to be explored and examine. It is the first in the field to emphasize the leading role of omnichannel switching behaviour. It contributes empirical findings with both qualitative and quantitative results, expanding existing literature on switching motivations, antecedents, and roles of emerging technology.From a practical perspective, this book equips business managers with a deeper understanding of customer behaviour during channel switching. It provides strategic insights to optimize channels for seamless customer journeys, to attract competitive research shoppers, and retain loyal customers in an increasingly dynamic retail environment.
