Information Search and Purchase Patterns in a Multichannel Service Industry
Abstract
For many consumer service industries, it is critical that marketers understand the segmentation implications of online information search. The potential migration of consumers from “brick-and-mortar” to “bricks-and-clicks” offers a unique perspective on multichannel strategies. This research considers how competitive forces, availability of consumer information, and the changing role of traditional channel structures (e.g., sales agents) might...
Paper Details
Title
Information Search and Purchase Patterns in a Multichannel Service Industry
Published Date
Oct 1, 2012
Journal
Volume
33
Issue
4
Pages
292 - 310
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