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Publications (7)
Zusammenfassung
Um im Zeitalter der Digitalisierung wettbewerbsfähig zu bleiben und um die digitale Transformation sicherzustellen, schaffen Unternehmen zunehmend die Stelle eines Chief Digital Officer (CDO). Um Unternehmen bei Entscheidungen rund um die Ein- und Ausrichtung der Position des CDOs zu unterstützen, haben wir in folgenden Bereichen di...
Nowadays, customers can utilize both online and in-store retail channels. Consequently, it is crucial for retailers to understand the possible drivers of retail channel selection, including customers’ personalities, degrees of trust, and product touch preferences. Unfortunately, current omnichannel research only scarcely addresses the effects of pe...
Consumers can choose to buy products through various retail channels (e.g., online or in-store), resulting in a need for retailers to provide a well-integrated shopping experience. However, individual factors, such as a customer’s personality, can influence how a channel is perceived and, as such, can alter their subsequent behavior. Thus, it is cr...
As a result of changes in customers’ shopping behaviors and a corresponding increase in omnichannel behavior (i.e., a blend of online and offline channels), a good customer experience (CX) is crucial for retailers’ success. Affective CX responses are especially crucial in impacting a company’s marketing outcomes, such as a high level of future purc...
Due to changes in customers’ shopping habits and increasing omnichannel behavior (i.e., use of both online and offline channels), a seamless customer experience (CX) with a retailer extends beyond the online shop. CX is a broad construct and researchers have used various measures to capture this construct. Consequently, it is difficult to compare C...
In the digital age, retailers compete through various sales channels, both online and offline, with the effect that the customers' experiences have increasingly gained attention in the omnichannel era. Specifically, customer emotions have become an important topic, because they affect attitudes towards products and services as well as purchase deci...
