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Online Channel Integration

Name: Online Channel Integration
Brand: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
SKU: 05285244
Price: 51.67 EUR
Availability: InStock
Author: Jochen Binder
ISBN: 9783658045722

Value Creation and Customer Reactions in Online and Physical Stores

Jochen Binder

Language

English

Book Paperback

Libristo code: 05285244

Publishers Springer-Verlag Berlin and Heidelberg GmbH & Co. KG, November 2013

Today, most firms employ online and offline distribution channels. Customers combine both channels f... Full description

Libristo code: 05285244

125 b

51.67 €

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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.