A Literature Review on Webrooming and Showrooming

Yıl 2023, , 33 - 47, 30.12.2023

Yüsra Köse , Hülya Bakırtaş

https://doi.org/10.58201/utsobilder.1387958

Öz

Today, consumers meet their needs and demands simultaneously through many channels. Businesses apply a single channel strategy by integrating all the channels used to reach consumers. In this way, businesses can create a better customer experience and increase customer life value. In approach, which is expressed as a whole channel strategy, businesses move webrooming to offline channels and showrooming to online channels. Webrooming and showrooming have taken their place in the retail sector and have become an important part of the purchasing process. In this study, it is aimed to determine the research gaps in this subject and to contribute to future research by creating a conceptual infrastructure with a literature review of the two concepts. For these purposes, a literature review of a total of 29 articles scanned in the Web of Science (WoS) database was conducted. The study, the findings related to the characteristics of consumers who prefer webrooming and showrooming, the reasons for preferring and the relationship of these concepts with retailers have been reached.

Anahtar Kelimeler

Webrooming, showrooming, omnichannel strategy

Webrooming ve Showrooming Üzerine Bir Literatür Taraması

Öz

Günümüzde tüketiciler, ihtiyaç ve isteklerini birçok kanal üzerinden eş zamanlı olarak karşılamaktadır. İşletmelerde tüketicilere ulaşmak için kullandığı tüm kanalları entegre ederek tek kanal stratejisi uygulamaktadır. Bu yolla işletmeler daha iyi bir müşteri deneyimi oluşturmakta ve müşterilerinin yaşam değerini arttırabilmektedir. Tüm kanal stratejisi olarak ifade edilen bu yaklaşımda, işletmeler webrooming’i çevrimdışı, showrooming’i çevrimiçi kanallara taşımaktadır. Webrooming ve showrooming, perakendecilik sektöründe yerlerini almış ve satın alma sürecinin önemli bir parçası haline gelmiştir. Bu çalışmada iki kavrama ilişkin literatür taramasıyla kavramsal bir alt yapı oluşturularak, bu konudaki araştırma boşluklarının belirlenmesi ve gelecekteki araştırmalara katkı sağlamak amaçlanmaktadır. Bu amaçlar doğrultusunda Web of Science (WoS) veri tabanında taranan toplam 29 adet makalenin literatür incelemesi gerçekleştirilmiştir. Çalışmada, webrooming ve showrooming’i tercih eden tüketici özelliklerine, tercih etme sebeplerine ve bu kavramların perakendeciler ile olan ilişkisine ilişkin bulgulara ulaşılmıştır.

Anahtar Kelimeler

Webrooming, showrooming, tüm kanal stratejisi

Kaynakça

• Akturk, M. S., & Ketzenberg, M. (2022). Impact of competitor store closures on a major retailer. Production and Operations Management, 31(2), 715-730.
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• Bakırtaş, H. (2021). Müşteri İlişkileri Yönetimi: Kavramlar, Modeller, Stratejiler ve Teknolojiler, Geliştirilmiş 2.Baskı, Bursa: Ekin.
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