Online Channel Integration (PDF)

Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase experience, by combining the online and offline channels. Also, it is unclear if these channel integration activities can actually help multichannel firms obtain a strategic advantage over their online pureplay competitors. Jochen Binder investigates how, why, and to what extent an integrated online channel increases customer value and leads to higher willingness to pay, customer loyalty, and purchase intention in a firm's online and offline stores.

Contents

Ø  Definition and Operationalization of Online Channel Integration

Ø  Experimental Analysis of the Relationship between Online Integration and Customer Reactions

Ø  Implications for Companies operating Online and Offline Distribution Channels

Ø  Managerial Suggestions for the Implementation of an Integrated Channel System

Target Groups

·        Researchers and Students in Business Administration, especially Marketing, Sales, and Market Research

·        Multichannel Managers, Market Researchers, Customer Relationship Managers, as well as E-Commerce and Brick-and-Mortar Specialists

The Author

Jochen Binder completed his doctoral thesis under the supervision of Prof. Dr. Marcus Schögel at the Institute of Marketing at the University of St. Gallen.