From Multi-Channel Retailing to Omni-Channel Retailing
نویسندگان
چکیده
منابع مشابه
Category: Concepts, Trends, and Challenges M Multi-channel Retailing in B2c E-commerce Multi-channel Retailing in B2c E-commerce
The Internet is not only a significant communication medium, it is also largely used as a channel of distribution. In the very beginning of the e-commerce era, most researchers and practitioners forecasted a sharp increase in Internet-based commercial applications, leading to a threat of existing business models. Already in 1980, Rosenberg and Hirschmann argued that in-home shopping could threa...
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Many leading retailers have addressed the basic aspects of operating in a multi-channel environment. However, few, if any, have truly exploited the potential of integrated multi-channel retailing to measurably increase customer loyalty and economic returns. What strategic approach will help retailers develop new insights from cross-channel information to drive long-term growth in sales, profits...
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Acknowledgments: This project was undertaken when Xiaolin Xing was visiting University of Pittsburgh and Harvard University in 2000. Xiaolin Xing is grateful to the two universities for using their resources and facilities. We thank the seminar participants in Nanyang Technological University and the Chinese University of Hong Kong for comments. We also thank two anonymous referees for helpful ...
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Multi-channel retailers that utilize an e-CRM approach stand to benefit in multiple arenas by providing targeted customer service as well as gaining operational and competitive advantages. To that end, it is inherent that multi-channel retailers better understand how satisfaction—a necessary condition for building customer loyalty—influences consumers’ decisions to shop in one retail channel or...
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Past studies pointed to the fact that consumers associate a higher level of risk with non-store shopping than in-store shopping. However, with the advent of the information technology and e-commerce, shoppers are now increasingly likely to shop across multiple channels. Multi-channel integration continues to be a focus and will be a key factor driving growth onward. This paper describes the Fuz...
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ژورنال
عنوان ژورنال: Journal of Retailing
سال: 2015
ISSN: 0022-4359
DOI: 10.1016/j.jretai.2015.02.005