Customer Experience in the Context of Omnichannel Retailing
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.