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整合质量对数据驱动的全渠道服务营销的客户公平性的影响

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发布于 2018-4-23 16:40:29 | 显示全部楼层 |阅读模式
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外文标题: The Impact of Integration Quality on Customer Equity in Data Driven Omnichannel Services Marketing
外文摘要: The plethora of digital channels has shifted multichannel services to an omnichannel environment. In the omnichannel context,
the borderline of offline, online and digital channels is diminishing as consumers utilize several channels simultaneously to
complete any purchases. Additionally, as more channels are introduced, the amount of customer data collected at each touch
point is increasing rapidly. However, the urgent need to integrate all information with service attributes within these channels
will result in increasing cost and consequently customer dissatisfaction if they are disintegrated. To address this phenomenon,
this research focuses towards developing quality dimension for data driven omnichannel services marketing. Within omnichannel
literature, conceptualization of service quality perception on channel integration is rare. Therefore, additional research is required
to know more novel outcomes of the channel integration within omnichannel services marketing. To address this gap, this
research focuses on customer equity and its three drivers i.e. brand equity, value equity and relationship equity as the possible
outcomes of data-driven omnichannel services marketing. Additionally, research on customer equity has not been addressed
within this stream. Hence, this research illuminates a potential avenue for omnichannel services research by conceptualizing
customer equity as a possible outcome of integration quality.
英关键词: Omnichannel Marketing; Multichannel Integration; Integration Quality, Service Quality, Customer Equity
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译文标题: 整合质量对数据驱动的全渠道服务营销的客户公平性的影响
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