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.
- ISBN13 9783658045722
- Publish Date 26 November 2013
- Publish Status Active
- Publish Country DE
- Imprint Springer Gabler
- Edition 2014 ed.
- Format Paperback
- Pages 281
- Language English