全渠道作为基于消费者的营销策略

Q4 Business, Management and Accounting
Isadora Gasparin, Luiz Antonio Slongo
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引用次数: 1

摘要

目的:制定全渠道战略需要了解客户在他们的旅程中如何使用多种渠道。然而,这种环境下的顾客体验研究不足,阻碍了战略指导方针的制定和全渠道理论的发展。本文提供了全渠道文献的概述,并反映了从客户的角度产生的知识。理论方法:基于顾客体验和顾客旅程研究进行分析。方法:运用内容分析法,对29项关于全渠道顾客的研究进行批判性回顾。结果:在预购和购买阶段,对一家公司的线下和线上商店的客户体验的关注导致了涉及公司控制内外接触点的旅程的有限画面。为了解决这种短视,我们呼吁从消费者的角度出发,远离与单一公司的关系,强调消费者与各种参与者的互动,不仅可以实现购买目标,还可以实现更高层次的目标(例如,福祉)。结论:通过消费者的视角,我们概述了产生消费者见解的研究路径。该议程有助于促进全渠道营销作为一种对当代消费者和社会问题敏感的以消费者为基础的战略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Omnichannel as a Consumer-Based Marketing Strategy
ABSTRACT Objective: creating omnichannel strategies requires understanding how customers use multiple channels in their journeys. Yet the customer experience in this environment is under-researched, hindering the development of strategic guidelines and the progress of omnichannel theory. This article offers an overview of the omnichannel literature and reflects on the knowledge produced from the customer’s perspective. Theoretical approach: we base our analysis on customer experience and customer journey research. Method: using content analysis, we critically review 29 studies on omnichannel customers. Results: the focus on the customer experience within one firm’s offline and online stores during the prepurchase and purchase stages leads to a limited picture of journeys involving touchpoints within and outside the firm’s control. To address this myopia, we call for a consumer perspective that moves away from the relationship with a single firm to emphasize that consumers interact with various actors to achieve not only purchase objectives but also higher-order goals (e.g., well-being). Conclusions: through a consumer perspective, we outline research paths for generating consumer insights. The agenda contributes to fostering omnichannel marketing as a consumer-based strategy that is sensitive to contemporary consumer and societal issues.
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来源期刊
CiteScore
1.50
自引率
0.00%
发文量
70
审稿时长
20 weeks
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