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Role of Consistency in Omnichannel Integration: Effects on the Continuous Versus Serendipitous Customer Experience
https://doi.org/10.24620/0002000358
https://doi.org/10.24620/000200035892128441-8a15-4070-b7df-a60de9029410
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
keizai_168_17-36.pdf (236 KB)
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| Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||||||
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| 公開日 | 2024-10-02 | |||||||||
| タイトル | ||||||||||
| タイトル | Role of Consistency in Omnichannel Integration: Effects on the Continuous Versus Serendipitous Customer Experience | |||||||||
| 言語 | ||||||||||
| 言語 | eng | |||||||||
| 資源タイプ | ||||||||||
| 資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||||||
| 資源タイプ | departmental bulletin paper | |||||||||
| ID登録 | ||||||||||
| ID登録 | 10.24620/0002000358 | |||||||||
| ID登録タイプ | JaLC | |||||||||
| 著者 |
NAKANO, Satoshi
× NAKANO, Satoshi
× AKAMATSU, Naoki
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| 著者別名 | ||||||||||
| 姓名 | 中野, 暁 | |||||||||
| 著者別名 | ||||||||||
| 姓名 | 赤松, 直樹 | |||||||||
| 抄録 | ||||||||||
| 内容記述タイプ | Abstract | |||||||||
| 内容記述 | Channel integration to provide a seamless customer journey experience plays a central role in omnichannel marketing. However, not all dimensions of channel integration enhance customer experience. We decompose the dimensions of customer-perceived consistency in channel integration and investigates the impact on two customer experience types: continuous and predictable customer experience and serendipitous and unpredictable customer experience. The analysis reveals that content consistency, process consistency, and promotion consistency significantly affect both continuous and serendipitous customer experience, but price consistency and assortment consistency do not considerably impact serendipitous customer experience. These insights offer valuable direction in shaping omnichannel integration strategies. | |||||||||
| 内容記述 | ||||||||||
| 内容記述タイプ | Other | |||||||||
| 内容記述 | 【論文／Articles】 | |||||||||
| 書誌情報 |
明治学院大学経済研究 = The papers and proceedings of economics 巻 168, p. 17-36, 発行日 2024-07-31 |
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| ISSN | ||||||||||
| 収録物識別子タイプ | ISSN | |||||||||
| 収録物識別子 | 1349-483X | |||||||||
| 書誌レコードID | ||||||||||
| 収録物識別子タイプ | NCID | |||||||||
| 収録物識別子 | AA11966517 | |||||||||
| 著者版フラグ | ||||||||||
| 出版タイプ | VoR | |||||||||
| 出版タイプResource | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |||||||||
| 出版者 | ||||||||||
| 出版者 | 明治学院大学経済学会 | |||||||||
| 資源タイプ | ||||||||||
| 内容記述タイプ | Other | |||||||||
| 内容記述 | Article | |||||||||
