By Jochen Binder
Today, so much enterprises hire on-line and offline distribution channels. shoppers mix either channels for info seek and buy. even if, researchers and practitioners are nonetheless missing perception about the construction of extra purchaser price, when it comes to a continuing buy event, by way of combining the net and offline channels. additionally, it truly is doubtful if those channel integration actions can truly support multichannel corporations receive a strategic virtue over their on-line pureplay opponents. Jochen Binder investigates how, why, and to what volume an built-in on-line channel raises buyer 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 resources for Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores
Definition of Construct Method Perceived Integration Construct Emphasis Bendoly (2005) Authors 35 Table 2: Empirical Studies on Channel Integration 36 It is noteworthy that all existing studies focus or at least include electronic channels in their channel integration assessments. As emphasized in the conceptual studies, this highlights the important role the Internet as distribution and information channel plays for the concept of channel integration altogether. However, several limitations result from the existing studies and call for a more detailed examination of the effects of channel integration.
This makes it possible to implement standardized back office processes and thus realize efficiency gains. Furthermore, by providing different assortment depths and service levels across channels, firms can implement pull- and push-measures to migrate customers to the desired channels (Schulten 2008). Thus, the channels should offer just enough integration so as not to confuse customers and to make it relatively easy for them to switch channels. However, the channels are still distinct from one another in terms of serving different purposes and emphasizing different service aspects.
The customer satisfaction strategy is a customercentric interpretation of multichannel management. The channel system as a whole is designed to create synergies and thus maximize customer value within and across all customer touch points. Within this framework customer segmentation as a driver for channel strategy becomes obsolete since the relevant segments will self-select into their preferred channels or channel combinations. The customer satisfaction strategy follows a customer-centric philosophy as it places the customers at the center of the channel design and generates an organic connection with the company.