Online Channel Integration: Value Creation and Customer by Jochen Binder PDF

By Jochen Binder

ISBN-10: 3658045728

ISBN-13: 9783658045722

ISBN-10: 3658045736

ISBN-13: 9783658045739

Today, such a lot corporations hire on-line and offline distribution channels. consumers mix either channels for info seek and buy. even though, researchers and practitioners are nonetheless missing perception about the production of extra purchaser price, when it comes to a unbroken buy event, by means of combining the net and offline channels. additionally, it's uncertain if those channel integration actions can really support multichannel corporations receive a strategic virtue over their on-line pureplay opponents. Jochen Binder investigates how, why, and to what quantity an built-in on-line channel raises consumer worth and ends up in better willingness to pay, shopper loyalty and buy goal in a firm's on-line and offline stores.

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Extra info for Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores

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1-44 Chapter B: Development of Hypotheses Generation of Research Hypotheses to be tested empirically in three Experimental Studies pp. 45-64 Chapter C: Online Integration and Willingness to Pay (Study 1) Design and Results of one Experiment (Student Sample) pp. 65-90 Chapter D: Online Integration and Channel Patronage (Study 2) Design and Results of two Complementary Experiments (Customer Samples) pp. 91-182 Chapter E: Managerial Implications Recommendations for Managerial Practice pp. 183-223 Chapter F: Conclusions Discussion, Implications, Limitations, and Further Research pp.

Not only are they competing with online pure play retailers, but they also have to simultaneously manage their online and offline channels and the looming channel 28 conflicts. On the other hand, the Internet also offers new opportunities for brick-andclick companies since their combination of online and offline channels makes them better equipped to react to new customer purchase patterns. Past research has shown that consumers often engage in research-online-purchase-offline (ROPO) behavior where online search precedes offline purchase, particularly for search products (Alba et al.

The underlying premise of a front end channel system is an extensive multichannel shopping behavior for a large part of the existing and potential customers. The front end approach should be used when the customer base engages in different forms of channel switching behavior and values the possibility to switch channels between the search, purchase, and after sales phase. If the consumers display certain patterns of channel usage, the channels can be further optimized along these dominant paths across the channel system to optimally serve the shoppers across all purchase stages and commit the customer to the channel system.

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Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores by Jochen Binder


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