5 Teoretisk och empirisk analys
6.2 Praktisk och teoretisk betydelse
De praktiska implikationer som kan härledas utifrån denna studie menar vi är av betydelse för de företag inom modebranschen som bedriver fysisk handel. Vi anser även att studiens resultat är till nytta för branschen överlag då den behandlar en relativt ny trend och belyser hur viktigt kundupplevelser är för att tillfredsställa kunder. Flertalet av studiens resultat menar vi även går att överföra till andra branscher då showrooming som trend inte är unikt för enbart modebranschen. Vidare anser vi att kundupplevelser har en betydande roll oavsett bransch. Den teoretiska betydelsen som denna studie bidrar med är en ökad förståelse för kundupplevelsens betydelse i en fysisk butiksmiljö. Vidare bidrar studien med att belysa trenden showrooming ytterligare, då tidigare teori som behandlar trenden är begränsad. Vi menar även att studien som sådan ger en djupare inblick i hur enskilda franschisetagare inom modebranschen, som är verksamma genom fysiska butiker, arbetar med kundupplevelser. Utifrån studiens resultat kommer vi slutligen presentera förslag för vidare forskning:
Vi anser att det finns ett behov av att studera showrooming utifrån konsumentens perspektiv. Denna studie har fokuserat på företagets perspektiv av trenden och därav uteslutit konsumentens motiv och drivkrafter till denna form av köpbeteende.
Vår studie har fokuserat på modebranschen och vi menar därför att ett förslag på vidare forskning är att studera trenden showrooming i en annan bransch, samt även behandla kundupplevelser utifrån samma perspektiv. Trots att vi anser att våra resultat i det stora hela går att överföra till en annan bransch kan det fortfarande vara intressant att genomföra en sådan studie.
Resultaten av denna studie har även visat att Jeansbolagets organisationsstruktur är en framgångsrik sådan. Därav menar vi att ett förslag på vidare forskning kan vara att studera denna organisationsstruktur närmare.
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