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dc.contributor.authorRodríguez Torrico, Paula 
dc.contributor.authorTrabold Apadula, Lauren
dc.contributor.authorSan Martín Gutiérrez, Sonia 
dc.contributor.authorSan José Cabezudo, Rebeca
dc.date.accessioned2022-05-03T08:30:52Z
dc.date.available2022-05-03T08:30:52Z
dc.date.issued2020-08
dc.identifier.issn0267-257X
dc.identifier.urihttp://hdl.handle.net/10259/6631
dc.description.abstractThe challenge for omnichannel retailers is to offer a seamless experience across all touchpoints. However, there is a lack of research that provides theoretical and empirical evidence about how firms can create such experiences. The aim of the current research is to analyse: (1) the concept of omnichannel seamless interaction experience (OSIE) and (2) its effect on customer satisfaction with the interaction. Based on a systematic literature review and running a content analysis, consistency, freedom in channel selection, and synchronisation across channels were identified as OSIE dimensions. In two studies and using two methods, a survey and a controlled experiment, these OSIE dimensions and downstream effects were tested. The findings confirm the multidimensionality of OSIE – composed of consistency, synchronisation, and freedom in channel selection – and its positive effect on customer satisfaction with the interaction.en
dc.description.sponsorshipJunta de Castilla y León (Spain) [project reference VA085G18] and the Ministry of Economy, Industry, and Competitiveness (Spain) [project references ECO2017-82107-R and ECO2017-86628-P].en
dc.format.mimetypeapplication/pdf
dc.language.isoenges
dc.publisherTaylor & Francisen
dc.relation.ispartofJournal of Marketing Management. 2020, V. 36, n. 17-18, p. 1731-1761en
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectOmnichannelen
dc.subjectSeamlessen
dc.subjectInteractionen
dc.subjectExperienceen
dc.subjectSatisfactionen
dc.subjectConsumeren
dc.subject.otherComercioes
dc.subject.otherCommerceen
dc.subject.otherGestión de empresases
dc.subject.otherIndustrial managementen
dc.subject.otherMarketingen
dc.titleHave an omnichannel seamless interaction experience! Dimensions and effect on consumer satisfactionen
dc.typeinfo:eu-repo/semantics/articlees
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses
dc.relation.publisherversionhttps://doi.org/10.1080/0267257X.2020.1801798es
dc.identifier.doi10.1080/0267257X.2020.1801798
dc.identifier.essn1472-1376
dc.journal.titleJournal of Marketing Managementen
dc.volume.number36es
dc.issue.number17-18es
dc.page.initial1731es
dc.page.final1761es
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersiones


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