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商品詳細
Customer Experience in the Context of Omnichannel Retailing : Analysis of Marketing Instruments, Channel Integration and Customer Experience Dimensions during the Customer Journey.
・ISBN 978-3-658-47567-3 paper EUR 109.99
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| 著者・編者 | Fränzel, Nils, |
|---|---|
| シリーズ | Handel und Internationales Marketing Retailing and International Marketing |
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2025.05 |
| ページ数 | 261 pp. |
| 言語 | ENG |
| ニュース番号 | ＜749-423＞ |
解説
The research focus of Nils Fraenzel 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 Fraenzel'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.