Customer Experience in the Context of Omnichannel Retailing
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Customer Experience in the Context of Omnichannel Retailing
Analysis of Marketing Instruments, Channel Integration and Customer Experience Dimensions during the Customer Journey
Fraenzel, Nils
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
04/2025
243
Mole
9783658475673
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Introduction.- Study 1: How Online Trust and Online Brand Equity TranslateOnline- and Omnichannel-Specific Instruments into Repurchase Intention.- Study 2: Links and Effects of Channel Integration in the Pre-Purchase and Purchase Stages of Omnichannel Retailers.- Study 3: Reciprocal Effects of Cognitive, Affective and Social Customer Experience on Customer Loyalty and Word-of-Mouth in Omnichannel Retailing.- Study 4: Perceived Customer Experience in a Pre-purchase Stage and a Purchase Stage. Links, Effects and Moderations.- Final Remarks.- References.
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Omnichannel Retailing;Customer Experience;Channel Integration;Reciprocity;Touchpoints;Omnichannel Retailing;Customer Experience;Channel Integration;Reciprocity;Touchpoints;Omnichannel Retailing;Customer Experience;Channel Integration;Reciprocity;Touchpoints
Introduction.- Study 1: How Online Trust and Online Brand Equity TranslateOnline- and Omnichannel-Specific Instruments into Repurchase Intention.- Study 2: Links and Effects of Channel Integration in the Pre-Purchase and Purchase Stages of Omnichannel Retailers.- Study 3: Reciprocal Effects of Cognitive, Affective and Social Customer Experience on Customer Loyalty and Word-of-Mouth in Omnichannel Retailing.- Study 4: Perceived Customer Experience in a Pre-purchase Stage and a Purchase Stage. Links, Effects and Moderations.- Final Remarks.- References.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
