Understanding Underlying Reasons for Omnichannel Switching Behaviour

This chapter explores channel switching behaviour in omnichannel retailing, studying why and how customers move across channels and the emotions and values that guide their decisions. Drawing on four focus group discussions and twenty-three in-depth interviews with omnichannel customers in Vietnam’s electronic goods sector, the study in this chapter identifies six main reasons for omnichannel switching, low channel lock-in, cross-channel synergy, attribute-based decision-making, augmentation, social normative pressures, and perceived self-efficacy. The study also highlights six key factor groups that shape channel choice during switching and how customers’ mixed emotions during the journey influence their decisions, providing rich insights into the omnichannel customer experience. Based on these findings, we propose a framework for understanding channel switching and the associated customer experience, extending (Verhoef et al., International Journal of Research in Marketing 24:129–148, 2007) research shopping model, confirming augmentation effects while adding social norms and self-efficacy as new reasons. This study offers both theoretical and practical contributions, helping researchers and managers understanding the motivations behind channel switching behaviour, factors influencing channel choice during switching, and the emotional dynamics of omnichannel switchers. This chapter uncovers the insights and strategies that can enhance customer switching journeys and optimize omnichannel engagement.