Customer Experience in the Context of Omnichannel Retailing: Analysis of Marketing Instruments, Channel Integration and Customer Experience Dimensions during the Customer Journey (Handel und Internationales Marketing Retailing and International Marketing)

By: Nils Fränzel

Sign Up Now! Already a Member? Log In
You must be logged into Bookshare to access this title. Learn about membership options, or view our freely available titles.

Synopsis: The research focus of Nils Fränzel 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 Fränzel'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.