Managing Omnichannel Switching: Effective Mitigation Approaches

Nguyen Thi Van Anh (), Robert McClelland () and Nguyen Hoang Thuan ()
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Nguyen Thi Van Anh: RMIT University, The Business School
Robert McClelland: RMIT University, The Business School
Nguyen Hoang Thuan: RMIT University, The Business School

Chapter 6 in Customer Switching Behaviours in Omnichannel Retailing, 2026, pp 99-110 from Springer

Abstract: Abstract 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.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-5949-7_6

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DOI: 10.1007/978-981-95-5949-7_6

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