Online Channel Integration [electronic resource] : Value Creation and Customer Reactions in Online and Physical Stores / by Jochen Binder.
By: Binder, Jochen [author.].
Contributor(s): SpringerLink (Online service).
Material type:
BookPublisher: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2014Description: XX, 281 p. 42 illus. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783658045739.Subject(s): Business | Management science | Marketing | Market research | Business and Management | Business and Management, general | Marketing | Market Research/Competitive IntelligenceAdditional physical formats: Printed edition:: No titleDDC classification: 650 Online resources: Click here to access online
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Springer eBooksSummary: 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. Contents �  Definition and Operationalization of Online Channel Integration �  Experimental Analysis of the Relationship between Online Integration and Customer Reactions �  Implications for Companies operating Online and Offline Distribution Channels �  Managerial Suggestions for the Implementation of an Integrated Channel System   Target Groups �        Researchers and Students in Business Administration, especially Marketing, Sales, and Market Research �        Multichannel Managers, Market Researchers, Customer Relationship Managers, as well as E-Commerce and Brick-and-Mortar Specialists   The Author Jochen Binder completed his doctoral thesis under the supervision of Prof. Dr. Marcus Sch�ogel at the Institute of Marketing at the University of St. Gallen.
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. Contents �  Definition and Operationalization of Online Channel Integration �  Experimental Analysis of the Relationship between Online Integration and Customer Reactions �  Implications for Companies operating Online and Offline Distribution Channels �  Managerial Suggestions for the Implementation of an Integrated Channel System   Target Groups �        Researchers and Students in Business Administration, especially Marketing, Sales, and Market Research �        Multichannel Managers, Market Researchers, Customer Relationship Managers, as well as E-Commerce and Brick-and-Mortar Specialists   The Author Jochen Binder completed his doctoral thesis under the supervision of Prof. Dr. Marcus Sch�ogel at the Institute of Marketing at the University of St. Gallen.
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