Understanding retail employee perceived threat and disadvantages of free-rider customers in a multichannel environement

Abstract

This research thesis aimed to better understand the employees perceptions of dealing with free-rider consumers in a multichannel environment. Indeed, we studied the retail employee perceived threat and disadvantages of free-riding. In order to achieve this, we conducted a qualitative research using semi-structured interviews. After analyzing the results, we identified different disadvantages perceived by retail employee regarding the free-riding behavior.