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Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores
Paperback
ISBN13: 9783658045722
Publisher: Springer Gabler
Published: Nov 26 2013
Pages: 281
Weight: 0.85
Height: 0.70 Width: 5.80 Depth: 8.20
Language: English
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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