Managing Customer Experiences in an Omnichannel World Melody of Online and Offline Environments in the Customer Journey.

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Managing Customer Experiences in an Omnichannel World explores how organizations integrating both the physical and virtual environments for consumers will enable them to effectively manage the customer experience.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Dirsehan, Taşkın
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley : Emerald Publishing Limited, 2020.
Temas:
Consumer behavior.
Marketing > Technological innovations.
Consommateurs > Comportement.
Marketing > Innovations.
Sales & marketing management.
Business & Economics > Marketing > General.
Consumer behavior
Marketing > Technological innovations
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Intro
  • Half Title Page
  • Title Page
  • Copyright Page
  • Dedication
  • Contents
  • List of Contributors
  • Chapter 1: The Melody of Omnichannel Customer Experience Management (OCCEM)
  • Introduction
  • Contents
  • References
  • Section I: General Frames Defining OCCEM
  • Chapter 2: The Democratization of Technology
  • and Its Limitation
  • Introduction
  • Background
  • Main Focus of the Chapter
  • Issues, Controversies, Problems
  • 1. Some Antecedents of the Information Revolution. An incredible amount of information is pouring into today's people. Previously it was completely different. It is true that cultures existed in ancient times
  • their technology is incomparable to the devel
  • 2. Democratization in Technology and Information Technology. In the meantime, hardware devices and platforms that access information are getting cheaper and cheaper, removing financial barriers. As a result, more and more people have access to tools and i
  • 3. Transition to the "New Economy" People are getting cheaper access to technology. Using state-of-the-art technology does not mean that if a company switches over to it, it will eliminate costs in one fell swoop and provide cheap services. In fact, the w
  • 4. Politics and Power. In essence, the Internet gives you the opportunity to voice and disseminate opinions, and to organize yourself. However, the Internet is only the interface where these processes take place. Control is in the hands of people, opinion
  • 5. New Opportunities and Challenges. Collective monitoring evaluation (e.g., tortured animals) entails community sanctions. Responsibilities are being reinterpreted. Millions of people are building apps on their mobile devices, inventing new ways to conne
  • Solutions and Recommendations
  • Future Research Directions
  • Conclusion
  • References
  • Chapter 3: How Does Omnichannel Transform Consumer Behavior?
  • Introduction
  • Background
  • 1. Channel Types in Marketing
  • 1.1. Single Channel Marketing. A purchase through a single channel, also called one-stop shopping, refers to traditional purchasing methods (Lee & Lim, 2017, p. 41
  • Shetty et al., 2018, p. 204). Single channel marketing provides customers with the product
  • 1.2. Multichannel Marketing. Multichannel customer management involves the use of multiple channels to manage customers consistently through specific channels or media (Stone, Hobbs, & Khaleeli, 2002, p. 40). Multichannel marketing is the next step after

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