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The New Customer Path In The Connectivity And Digitalization Age

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  • TANASE, George Cosmin

Abstract

With the rise of digital channels, customers can constantly switch between online and offline channels (channel hopping) and are not easy to trace. Since customers expectations are also changing, firms look to multi- or Omnichannel approaches to make a consistent customer experience across all touchpoints possible. For customers, digital advancement has two consequences. Firms have the possibility to overwhelm customers with endless outbound marketing communication by sending emails, tailored online ads, etc. On the other hand, customers utilize more ways to search for information and are active via inbound marketing. They block intrusive communication measures and comb through a vast number of resources to find transparent information.

Suggested Citation

  • TANASE, George Cosmin, 2021. "The New Customer Path In The Connectivity And Digitalization Age," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 12(1), pages 27-31, April.
    • Handle: RePEc:rdc:journl:v:12:y:2021:i:1:p:27-31
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    File URL: http://crd-aida.ro/RePEc/rdc/v12i1/3.pdf
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    References listed on IDEAS

    as
    1. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Innovation; Developments; Brand Advocacy; Social Context; Digitalized World;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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