Customer Experience in the Context of Omnichannel Retailing

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

Häftad, Engelska, 2025

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The research focus of Nils Fränzel is on customer behaviour in omnichannel retailing. He focuses on the multidimensionality of customer experience and the reciprocal interactions between different dimensions of customer experience. He also looks at the importance of channel specific marketing instruments and channel integration along the customer journey. 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

Utgivningsdatum2025-05-01
Mått148 x 210 x 16 mm
Vikt376 g
FormatHäftad
SpråkEngelska
SerieHandel und Internationales Marketing Retailing and International Marketing
Antal sidor261
FörlagSpringer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN9783658475673

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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.