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

✍ Scribed by Jochen Binder (auth.)

• Publisher: Gabler Verlag
• Year: 2014
• Tongue: English
• Leaves: 299
• Edition: 1
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Front Matter....Pages I-XX
A Research Background....Pages 1-44
B Development of Hypotheses....Pages 45-64
C Study 1: Online Integration and Willingness to Pay....Pages 65-90
D Study 2: Online Integration, Channel Loyalty, and Channel Choice....Pages 91-182
E Managerial Suggestions....Pages 183-223
F Conclusions....Pages 224-231
Back Matter....Pages 232-281

✦ Subjects

Business/Management Science, general; Marketing; Market Research