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Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores - Couverture souple

Binder, Jochen

 
9783658045722: Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores
Couverture souple
ISBN 10 : 3658045728 ISBN 13 : 9783658045722
Editeur : Springer Gabler, 2013

Synopsis

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.

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À propos de l'auteur

Jochen Binder completed his doctoral thesis under the supervision of Prof. Dr. Marcus Schögel at the Institute of Marketing at the University of St. Gallen.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Springer Gabler
Date d'édition
2013
Langue
anglais
ISBN 10 
3658045728
ISBN 13 
9783658045722
Reliure
Broché
Nombre de pages
304
Coordonnées du fabricant
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