影响满意度和忠诚度的关键全渠道服务要素

Int. J. E Bus. Res. Pub Date : 2020-04-01 DOI:10.4018/ijebr.2020040103

Wanmo Koo

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引用次数: 1

摘要

Tomeet the expectationsof recently consumerswhousemultiple channelsfordifferentpurposes在他们的整个购物过程中，全渠道零售商都在努力提供额外的服务。After identifyingomni-channelservices，thestudyfindsthreecoreomni-channelservices(即:，shipping fromstore，integratedbranding，andsocialmediaoperation)thataffectloyaltyviasatisfaction.Omnichannelretailerscanprioritizetheirinvestmentbasedontheresults。Specificwaystoimprovethe coreomni-channelservicesarealsodiscussed。关键词:渠道整合，期望-确认理论，整合品牌，全渠道零售，从店发货，社交媒体运营

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Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty

Tomeet the expectationsof recent consumerswhousemultiple channels fordifferentpurposes throughout their shopping journey, omni-channel retailers try to offer additional services that provideconsumerswithaseamlesslyconnectedshoppingexperienceacrossmultiplechannels.After identifyingomni-channelservices,thestudyfindsthreecoreomni-channelservices(i.e.,shipping fromstore,integratedbranding,andsocialmediaoperation)thataffectloyaltyviasatisfaction.Omnichannelretailerscanprioritizetheirinvestmentbasedontheresults.Specificwaystoimprovethe coreomni-channelservicesarealsodiscussed. KEywORdS Channel Integration, Expectation-Confirmation Theory, Integrated Branding, Omni-Channel Retailing, Shipping From Store, Social Media Operation

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Int. J. E Bus. Res.

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