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2016 | 5 | nr 4 | 520--529
Tytuł artykułu

Challenges for Service Providers Under the Transformation Multi-Channeling Into Omnichanneling

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
In terms of changing service delivery in multi-channel systems and the development of new communication/sales channels the key element of customer service becomes the ability to manage and seek synergies in using multiple service points. The aim of the article is to present the challenges must confront service providers in terms of significant changes in the distribution of services. The highest currently identified symptom of these changes is the omnichanneling strategy. The authors pointed out two major interrelated factors shaping challenges for service providers - big data and proliferation channels. The main part of the article is a list of actual challenges for service providers under transformation services distribution strategy towards omnichanneling. (original abstract)
Rocznik
Tom
5
Numer
Strony
520--529
Opis fizyczny
Twórcy
  • Maria Curie Skłodowska University in Lublin
autor
  • Maria Curie Skłodowska University in Lublin
Bibliografia
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  • [3] Cao L., Li. L. (2015) The impact of cross-channel integration on retailers sales growth, Journal of Retailing, 91, 198-216.
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  • [5] Casidy R., Shin H. (2015) The effects of harm directions and service recovery strategies on customer forgiveness and negative word-of-mouth intentions, Journal of Retailing and Consumer Services, 27, 103-112.
  • [6] Cassab H., MacLachan D.L. (2009) A consumer-based view of multi-channel service, Journal of Service Management, 20, 52-75.
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  • [8] Deighton J.A., Kornfeld A. (2009) Interactivity's Unanticipated Consequences for Marketers and Marketing, Journal of Interactive Marketing, 23 (1), 2-12.
  • [9] Gambardella A., McGahan A.M. (2010) Business-Model Innovation: General Purpose Technologies and their Implications for Industry Structure, Long Range Planning, 43, 262-271.
  • [10] Garbarino E., Maxwell S. (2010) Consumer response to norm-breaking pricing events in e-commerce, Journal of Business Research, 63, 1066-1072.
  • [11] Hennig-Thurau T., Malthous E.C., Friege Ch., Gensler S., Lobschat L., Rangaswamy A., Skiera B. (2010) The Impact of New Media on Customer Relationships, Journal of Service Research, 13, 311-330.
  • [12] Kaplan A.M., Haenlein M. (2010) Users of the world, unite! The challenges and opportunities of social media, Business Horizons, 53, 59-68.
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  • [15] Leeflang P.S.H., Verhoef P.C., Dahlström P., Freundt T. (2014) Challenges and solutions for marketing in a digital era, European Management Journal, 32, 1-12.
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  • [18] Maity M., Dass M. (2014) Consumer decision-making across modern and traditional channels: e-commerce, m-commerce, in-store, Decision Support System, 61, 34-46.
  • [19] Neslin S.A., Grewal D., Leghorn R., Shankar V., Teerling M.L., Thomas J.S., Verhoef P.C. (2006) Challenges and opportunities in multichannel customer management, Journal of Service Research, 9, 95-112.
  • [20] Nunes P.F., Cespedes F.V. (2003) The Customer Has Escaped, Harvard Business Review, 81, 96-105.
  • [21] Shankar V., Venkatesh A., Hofacker Ch., Naik P. (2010) Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues, Journal of Interactive Marketing, 24, 111-120.
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  • [23] Snijders Ch., Matzat U., Reips U.D. (2012) Big Data: Big Gaps of Knowledge in the Field of Internet Science, International Journal of Internet Science, 7, 1-5.
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171434664

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