Omnikanałowość - czy rynek zweryfikuje koncepcję teoretyczną?

• Autorzy: Marcin Lipowski , Ilona Bondos

Warianty tytułu

Omnichanneling - Will the Market Verify the Theoretical Concept?

• Języki publikacji: PL

Abstrakty

Artykuł dotyczy omnikanałowości - najwyższego obecnie zdefiniowanego etapu strategii dystrybucji. Celem artykułu jest próba odpowiedzi na pytanie o możliwość zrealizowania w praktyce założeń takiej strategii dystrybucji. Koncentrując się na rynku usług, autorzy wskazali istotę omnikanałowości, zwrócili również uwagę na problem ograniczania konsumentom dostępu do kanałów w zależności od etapu procesu zakupowego oraz wynikające z tego zmiany w zachowaniu klientów. W ostatniej części artykułu wskazano przejawy rozbieżności pomiędzy teoretycznymi podstawami koncepcji omnikanałowości a praktyką rynkową. (abstrakt oryginalny)

EN

The article concerns omnichanneling - the highest stage of distribution strategy, defined so far. This article attempts to answer the question about ability to realize in practice the assumptions of such a strategy. Focusing on the services market, the authors pointed out the essence of omnichanneling, they also drew attention to the problem of limiting consumer access to channels, depending on the stage of the purchasing process and the resulting changes in customer behavior. In the last part of the article symptoms of divergence between the theoretical foundations of the concept of omnichanneling and market practice were shown. (original abstract)

Słowa kluczowe

PL

Dystrybucja usług; Kanały dystrybucji; Strategie dystrybucji; Zachowania konsumenta

EN

Services distribution; Distribution channels; Distribution strategies; Consumer behaviour

• Czasopismo: Organizacja i Zarządzanie : kwartalnik naukowy
• Rocznik: 2016
• Numer: nr 1 (33)
• Strony: 71--82

Twórcy

autor

Marcin Lipowski

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

autor

Ilona Bondos

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

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