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Cookie akzeptierenJochen Binder
Online Channel Integration
- Springer Fachmedien Wiesbaden
- 2013
- Taschenbuch
- 304 Seiten
- ISBN 9783658045722
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.
zzgl. Versand
in Kürze