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Bibliographic Details

Title: Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores
Publisher: Springer Gabler 01/v /26 N
Publication Date: 2013
Language: English
ISBN 10: 3658045728
ISBN 13: 9783658045722
Binding: Paperback
Condition: Very Good

About this title

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.

About the Author

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

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