EAN: 9783658045722

Bilder-Quelle: discount24.de - Sport-Freizeit

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.

Produktinformationen zuletzt aktualisiert am
29.03.2025 um 14:11 Uhr

Produktzustand:

Verfügbarkeit:

Versandkosten:

Sonderpreis: