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(Ebook) Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores by Jochen Binder (auth.) ISBN 9783658045722, 9783658045739, 3658045728, 3658045736

  • SKU: EBN-4609728
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Instant download (eBook) Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores after payment.
Authors:Jochen Binder (auth.)
Pages:281 pages.
Year:2014
Editon:1
Publisher:Gabler Verlag
Language:english
File Size:4.25 MB
Format:pdf
ISBNS:9783658045722, 9783658045739, 3658045728, 3658045736
Categories: Ebooks

Product desciption

(Ebook) Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores by Jochen Binder (auth.) ISBN 9783658045722, 9783658045739, 3658045728, 3658045736

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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