Abstract: This study investigates consumer satisfaction with omni-channel retailing in the clothing sector, specifically comparing behaviors in Hungary and Austria. Utilizing qualitative data gathered from focus group discussions, the research delves into how consumers transition between online and physical shopping environments and identifies both the challenges consumers encounter and consumers preferences in each context. Key findings reveal trust issues associated with online shopping, complications related to sizing and returns, and the influence of cultural, economic, and technological factors on omni-channel strategies in both nations. While Austrian consumers tend to adopt a hybrid shopping model that combines online research with in-store purchases, Hungarian consumers display a pronounced preference for in-store shopping, driven by concerns over trust and return policies. The results underscore the necessity for retailers to develop customized omni-channel strategies that cater to distinct consumer preferences thereby enhancing customer satisfaction. The study helps retailers and policymakers to optimize omni-channel retail experiences.

This study examines how consumers in Austria and Hungary shop for clothing through online and physical stores. The paper highlights the factors that influence consumers’ satisfaction, such as trust, return opportunities and processes, and sizing issues. By comparing Austria’s advanced retail market with Hungary’s emerging one, the research provides valuable insights into tailoring retail strategies to meet consumer needs. The findings offer actionable recommendations for improving omni-channel shopping experiences and for fostering customer loyalty.