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.
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