Online Channel Integration: Value Creation and Customer by Jochen Binder

By Jochen Binder

Today, such a lot businesses hire on-line and offline distribution channels. clients mix either channels for info seek and buy. despite the fact that, researchers and practitioners are nonetheless missing perception about the production of extra client worth, by way of a unbroken buy adventure, by way of combining the web and offline channels. additionally, it truly is uncertain if those channel integration actions can truly support multichannel organisations receive a strategic virtue over their on-line pureplay rivals. Jochen Binder investigates how, why, and to what volume an built-in on-line channel raises buyer price and results in greater willingness to pay, consumer loyalty and buy purpose in a firm's on-line and offline stores.

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Increasing customer value by adding new channels and making them accessible for all customers might even harm customer loyalty. For example, firms have introduced electronic selfservice technologies as a way to save on distribution costs (efficiency strategy) and as a means to attract new customer segments (segmentation strategy). For customers, self-service technologies provide additional value due to higher convenience, time savings and potentially lower costs (Meuter et al. 2000). However, self-service technologies have been shown to erode customer loyalty due to weaker personal bonds with the firm (Selnes and Hansen 2001).

Customers combine the channels according to these strengths. ROPO is the most common form of channel combination. Multichannel management has to decide between the level of homogenization and harmonization of the channel system along the lines of pricing, assortment, return policies, and promotions. Managers must find ways to cope with the fragmentation of the purchase behavior and the channel system itself. Questions of channel leadership and multichannel coordination will become more complex since more participants are involved.

2010; Lynch et al. 2001). g. music, books or airline tickets). For these products, consumers are more likely to stay online for purchase due to higher convenience (Konus et al. 2008). By identifying popular channel combinations and matching them to customer segments, the specific functions of the individual touch points can be further improved and designed to fit the overall channel system (Sousa and Voss 2006). Customer satisfaction strategy: The customer satisfaction strategy strives to provide an optimal customer purchase experience across all channels.

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