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Author: Marie Klose
Publisher: GRIN Verlag
ISBN: 3668888744
Category : Business & Economics
Languages : en
Pages : 189
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Book Description
Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, , language: English, abstract: The customer journey is a central topic for all retailers to consider to be able to successfully manage customer experience and to thereby ensure the survival of a business. Hence, managing and influencing customer journeys has been of importance since the emergence of retailing. However, to successfully manage customer journeys has become increasingly complex with the development of omnichannel retail. Classical techniques to analyze and influence customer journeys are insufficient for today’s customers who are seamlessly using multiple devices and switching between different channels during their purchase journey while expecting a uniform and personalized customer experience. This research paper studies the topic of customer journey analysis in omnichannel retail and discusses which requirements need to be fulfilled to successfully model, analyze and influence the respective customer journeys. By conducting a systematic literature review it was proven that a tool is needed to model and analyze individual customer journeys in omnichannel retail in real-time, making use of online and offline customer data. Through the method of semi-structured interviews, requirements that are related to developing and deploying such a tool were collected in an exploratory way. This is from scientific importance as until now few research has addressed the topic of ways to model and analyze customer journeys in omnichannel retail. Additionally, with rising customer expectations and an increased competition between retailers, the importance of successfully managing customer journeys is indispensable in retailing. The findings of this paper imply a high probability of an increasing need to deploy a customer journey modelling and analysis tool by omnichannel retailers. However, further in-depth analysis and specification of characteristics that this tool requires to fulfill are needed to successfully develop it.
Author: Marie Klose
Publisher: GRIN Verlag
ISBN: 3668888744
Category : Business & Economics
Languages : en
Pages : 189
Get Book Here
Book Description
Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, , language: English, abstract: The customer journey is a central topic for all retailers to consider to be able to successfully manage customer experience and to thereby ensure the survival of a business. Hence, managing and influencing customer journeys has been of importance since the emergence of retailing. However, to successfully manage customer journeys has become increasingly complex with the development of omnichannel retail. Classical techniques to analyze and influence customer journeys are insufficient for today’s customers who are seamlessly using multiple devices and switching between different channels during their purchase journey while expecting a uniform and personalized customer experience. This research paper studies the topic of customer journey analysis in omnichannel retail and discusses which requirements need to be fulfilled to successfully model, analyze and influence the respective customer journeys. By conducting a systematic literature review it was proven that a tool is needed to model and analyze individual customer journeys in omnichannel retail in real-time, making use of online and offline customer data. Through the method of semi-structured interviews, requirements that are related to developing and deploying such a tool were collected in an exploratory way. This is from scientific importance as until now few research has addressed the topic of ways to model and analyze customer journeys in omnichannel retail. Additionally, with rising customer expectations and an increased competition between retailers, the importance of successfully managing customer journeys is indispensable in retailing. The findings of this paper imply a high probability of an increasing need to deploy a customer journey modelling and analysis tool by omnichannel retailers. However, further in-depth analysis and specification of characteristics that this tool requires to fulfill are needed to successfully develop it.
Author: V. Sornlertlamvanich
Publisher: IOS Press
ISBN: 1614998345
Category : Computers
Languages : en
Pages : 456
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Book Description
Information modelling and knowledge bases have become ever more essential in recent years because of the need to handle and process the vast amounts of data which now form part of everyday life. The machine to machine communication of the Internet of Things (IoT), in particular, can generate unexpectedly large amounts of raw data. This book presents the proceedings of the 27th International Conference on Information Modelling and Knowledge Bases (EJC2017), held in Krabi, Thailand, in June 2017. The EJC conferences originally began in 1982 as a co-operative initiative between Japan and Finland, but have since become a world-wide research forum bringing together researchers and practitioners in information modelling and knowledge bases for the exchange of scientific results and achievements. Of the 42 papers submitted, 29 were selected for publication here, and these cover a wide range of information-modelling topics, including the theory of concepts, semantic computing, data mining, context-based information retrieval, ontological technology, image databases, temporal and spatial databases, document data management, software engineering, cross-cultural computing, environmental analysis, social networks, and WWW information. The book will be of interest to all those whose work involves dealing with large amounts of data.
Author: Wojciech Piotrowicz
Publisher: Springer
ISBN: 3319982737
Category : Business & Economics
Languages : en
Pages : 292
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Book Description
This book compiles the current state of knowledge on omnichannel retailing, a new concept in which all sales and interaction channels are considered together, and which aims to deliver a seamless customer experience regardless of the channel. It highlights case studies and examples related to each of the many barriers to an omnichannel approach, demonstrating not just success stories, but also failures. While omnichannel has already been recognized as an emerging retail trend, the articles in this book fill an important gap in research on the topic. Providing readers with essential insights on the omnichannel strategy and its implementation, the book will also stimulate academic discussion on this emerging trend.
Author: Taşkın Dirsehan
Publisher: Emerald Group Publishing
ISBN: 1800433905
Category : Business & Economics
Languages : en
Pages : 386
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Book Description
Managing Customer Experiences in an Omnichannel World explores how organizations integrating both the physical and virtual environments for consumers will enable them to effectively manage the customer experience.
Author: Kun Zhang
Publisher: Springer Nature
ISBN: 9464635347
Category : Electronic books
Languages : en
Pages : 245
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Book Description
Author: J. Christopher Westland
Publisher: Springer
ISBN: 3319165070
Category : Technology & Engineering
Languages : en
Pages : 184
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Book Description
This compact reference surveys the full range of available structural equation modeling (SEM) methodologies. It reviews applications in a broad range of disciplines, particularly in the social sciences where many key concepts are not directly observable. This is the first book to present SEM’s development in its proper historical context–essential to understanding the application, strengths and weaknesses of each particular method. This book also surveys the emerging path and network approaches that complement and enhance SEM, and that will grow importance in the near future. SEM’s ability to accommodate unobservable theory constructs through latent variables is of significant importance to social scientists. Latent variable theory and application are comprehensively explained and methods are presented for extending their power, including guidelines for data preparation, sample size calculation and the special treatment of Likert scale data. Tables of software, methodologies and fit statistics provide a concise reference for any research program, helping assure that its conclusions are defensible and publishable.
Author: Berend Wierenga
Publisher: Springer Science & Business Media
ISBN: 0387782133
Category : Business & Economics
Languages : en
Pages : 621
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Book Description
Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Author: B. Joseph Pine
Publisher: Harvard Business Press
ISBN: 9780875848198
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
This text seeks to raise the curtain on competitive pricing strategies and asserts that businesses often miss their best opportunity for providing consumers with what they want - an experience. It presents a strategy for companies to script and stage the experiences provided by their products.
Author: Alan Wilson
Publisher: McGraw Hill
ISBN: 0077169328
Category : Business & Economics
Languages : en
Pages : 558
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Book Description
European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In its third European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today. New and updated material in this new edition include: · - New content on the role of digital marketing and social media has been added throughout to reflect the latest developments in this dynamic field · - Increased coverage of Service dominant logic regarding the creation of value and the understanding of customer relationships · - New examples and case studies added from global and innovative companies including AirBnB, IKEA, Disneyland, Scandinavia Airlines, and Skyscanner
Author: Bahaaeddin Alareeni
Publisher: Springer Nature
ISBN: 3031674316
Category :
Languages : en
Pages : 607
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Book Description
