Customer Experience in the Context of Omnichannel Retailing

Analysis of Marketing Instruments, Channel Integration and Customer Experience Dimensions during the Customer Journey

AvNils Fränzel

Häftad, Engelska, 2025

Del i serien Handel und Internationales Marketing Retailing and International Marketing

1 202 kr

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Beskrivning

He focuses on the multidimensionality of customer experience and the reciprocal interactions between different dimensions of customer experience. Nils Fränzel's analysis contributes to the latest research in the field of customer experience in omnichannel retailing and shows the importance of the different stages of the customer journey.

Produktinformation

Utgivningsdatum:2025-05-01
Mått:148 x 210 x 16 mm
Vikt:376 g
Format:Häftad
Språk:Engelska
Serie:Handel und Internationales Marketing Retailing and International Marketing
Antal sidor:261
Förlag:Springer Fachmedien Wiesbaden
ISBN:9783658475673

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Mer om författaren

Nils Fränzel worked at the Chair for Marketing and Retailing at the University of Trier, where he received his doctoral degree.

Innehållsförteckning

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.