Online Channel Integration [electronic resource] : Value Creation and Customer Reactions in Online and Physical Stores /
Binder, Jochen.author.
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. Contents Ø  Definition and Operationalization of Online Channel Integration Ø  Experimental Analysis of the Relationship between Online Integration and Customer Reactions Ø  Implications for Companies operating Online and Offline Distribution Channels Ø  Managerial Suggestions for the Implementation of an Integrated Channel System   Target Groups ·        Researchers and Students in Business Administration, especially Marketing, Sales, and Market Research ·        Multichannel Managers, Market Researchers, Customer Relationship Managers, as well as E-Commerce and Brick-and-Mortar Specialists   The Author Jochen Binder completed his doctoral thesis under the supervision of Prof. Dr. Marcus Schögel at the Institute of Marketing at the University of St. Gallen.
Description based upon print version of record.
""Vorwort des Autors""; ""Table of Contents""; ""List of Figures""; ""List of Tables""; ""Abbreviations""; ""Abstract""; ""Zusammenfassung""; ""A Research Background""; ""1 Introduction""; ""1.1 Motivation and Relevance""; ""1.2 Research Gaps and Goals of this Work""; ""1.3 Structure of the Dissertation""; ""2 Conceptual Development""; ""2.1 Forms of Multichannel Strategies""; ""2.2 Channel Configuration""; ""2.3 Channel Integration""; ""2.3.1 Dimensions, Risks, and Potentials of an Integrated Channel System""; ""2.3.2 The Relevance of the Internet for Channel Integration""
""2.3.3 Research on Channel Integration""""2.3.4 Operationalization of Channel Integration: Online Integration""; ""2.4 Conceptual Framework""; ""B Development of Hypotheses ""; ""1 The Role of Perceived Service Quality Online""; ""2 The Role of Perceived Online Purchase Risk""; ""3 The Effects of Online Integration on Perceived Purchase Risk and Service Quality Online""; ""4 Online Integration and Willingness to Pay across Channel Formats""; ""5 Loyalty and Purchase Intention in the Online Store""; ""5.1 Online Integration and the Relative Performance of the Online Channel""
""5.2 Moderation Effects for Perceived Online Service Quality and Purchase Risk""""5.3 Channel Synergies and Cannibalization""; ""C Study 1: Online Integration and Willingness to Pay ""; ""1 Study Design, Procedure, and Participants""; ""2 Manipulation of the Independent Variables""; ""3 Selection of Measures""; ""3.1 Dependent Measure""; ""3.2 Covariates""; ""3.3 Manipulation and Confound Checks""; ""4 Results""; ""4.1 Manipulation and Confound Checks""; ""4.2 The Effect of Online Integration on WTP""; ""4.3 Mediation Analysis: How Online Integration Increases WTP in the Online Channel""
""5 Discussion""""D Study 2: Online Integration, Channel Loyalty, and Channel Choice""; ""1 Study Designs""; ""1.1 Data Collection 1: Manipulation of the Independent Variable: Facilitating Research Shopping""; ""1.2 Data Collection 2: Manipulation of the Independent Variables: Facilitating Research Shopping & Increasing After Sales Service""; ""2 Selection of Measures""; ""2.1 Dependent Measures""; ""2.2 Perceived Online Service Quality and Purchase Risk as Mediator Variables""; ""2.3 Moderator Variables and Covariates""; ""2.4 Manipulation and Confound Checks""
""3 Participants of the Study and Sample Description""""4 Datasets Derived from the Experiments""; ""5 Overview of Analyses""; ""5.1 The Mediating Role of Perceived Service Quality and Purchase Risk""; ""5.1.1 Rationale and Methodology""; ""5.1.2 Online Loyalty and Purchase Intention""; ""5.1.3 Relative Loyalty and Purchase Intention""; ""5.1.4 Multiple Group Analyses""; ""5.1.5 Discussion""; ""5.2 Channel Synergies - The Impact of Online Integration on Customer Loyalty Online and Offline""; ""5.2.1 Rationale and Methodology""; ""5.2.2 Descriptive Analyses and Mean Comparisons""
""5.2.3 Instrumental Variables Regression""
Includes bibliographical references.
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. Contents Ø  Definition and Operationalization of Online Channel Integration Ø  Experimental Analysis of the Relationship between Online Integration and Customer Reactions Ø  Implications for Companies operating Online and Offline Distribution Channels Ø  Managerial Suggestions for the Implementation of an Integrated Channel System   Target Groups ·        Researchers and Students in Business Administration, especially Marketing, Sales, and Market Research ·        Multichannel Managers, Market Researchers, Customer Relationship Managers, as well as E-Commerce and Brick-and-Mortar Specialists   The Author Jochen Binder completed his doctoral thesis under the supervision of Prof. Dr. Marcus Schögel at the Institute of Marketing at the University of St. Gallen.
Business.
Management science.
Marketing.
Market research.
Business and Management, general.
Marketing.
Market Research/Competitive Intelligence.