Omni-channel users and omni-channel customers: a segmentation analysis using distribution services

Volume: 23, Issue: 3, Pages: 415 - 436
Published: Dec 2, 2019
Abstract
Purpose Consumers are increasingly combining distribution channels, thus displaying so-called omni-channel behavior, both to complete a given purchase and between purchases. The authors make a distinction between omni-channel customers, who make use of distribution services in both channels and omni-channel users, who make partial use of the distribution services of one channel to support purchases in another. This paper aims to identify the...
Paper Details
Title
Omni-channel users and omni-channel customers: a segmentation analysis using distribution services
Published Date
Dec 2, 2019
Volume
23
Issue
3
Pages
415 - 436
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