{"title":"The scope and intensity of personalised omnichannel customer journeys: a conceptualisation integrating experts’ and consumers’ perspectives","authors":"Marco Weippert","doi":"10.1080/0267257x.2024.2388088","DOIUrl":null,"url":null,"abstract":"This article examines the personalisation of touchpoints across the omnichannel customer journey (OCJ) for retailers and direct-to-consumer brands. Despite the increasing availability of connected ...","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"43 1","pages":""},"PeriodicalIF":3.5000,"publicationDate":"2024-08-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/0267257x.2024.2388088","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
This article examines the personalisation of touchpoints across the omnichannel customer journey (OCJ) for retailers and direct-to-consumer brands. Despite the increasing availability of connected ...
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