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A Research Background

In: Online Channel Integration

Author

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  • Jochen Binder

Abstract

As the new technologies opened new routes to market, the practice of multichannel customer management has proliferated. The emergence of the Internet, for example, has pushed many established companies to expand their multichannel systems and to develop e-commerce strategies (Geyskens et al. 2002). Changing customer needs have resulted in more complex buying patterns and the use of multiple channels (Verhoef et al. 2007a). Today, consumers use different channels depending on their current purchase needs, situational factors, and the specific purchase occasion (Rangaswamy and Van Bruggen 2005). They have become accustomed to using multiple channels within the buying process and choose channels based on their specific shopping goals at a particular instance (Hutchinson and Eisenstein 2008). The Internet has revolutionized retailing with the emergence of new selling formats (e.g., digital music and movies at the Apple iTunes Store). Selling products and services online has created new possibilities for customers and businesses alike.

Suggested Citation

  • Jochen Binder, 2014. "A Research Background," Springer Books, in: Online Channel Integration, edition 127, pages 1-44, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-04573-9_1
    DOI: 10.1007/978-3-658-04573-9_1
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