Online channel integration : value creation and customer reactions in online and physical stores / Jochen Binder.
"Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase experie...
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| Main Author: | |
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| Format: | Ebook |
| Language: | English |
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Wiesbaden :
Springer Gabler,
[2014]
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| Online Access: | Springer eBooks |
| Summary: | "Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase experience, by combining the online and offline channels. Also, it is unclear if these channel integration activities can actually help multichannel firms obtain a strategic advantage over their online pureplay competitors. Jochen Binder investigates how, why, and to what extent an integrated online channel increases customer value and leads to higher willingness to pay, customer loyalty and purchase intention in a firm's online and offline stores."--Publisher's website. |
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| Physical Description: | 1 online resource (xx, 281 pages) : illustrations |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 3658045728 9783658045722 3658045744 9783658045746 3658045736 9783658045739 |