期刊
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷 49, 期 -, 页码 154-163出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2019.03.019
关键词
Multichannel integration quality; Cross-channel retailing; Service quality; Multichannel system; Thematic analysis
类别
This paper aims to explore definitions, dimensions, and challenges of multichannel integration quality (MCIQ) in services marketing through a systematic literature review, and qualitative interviews. The findings from the thematic analysis of literature, qualitative data analysis of twenty in-depth interviews and two focus group discussions identified five major dimensions and eleven sub-dimensions of MCIQ. This study extends the emerging integration quality research by evidencing new dimensions and sub-dimensions in the context of multichannel services marketing. By incorporating these insights and addressing the challenges identified in this paper, managers will be able to engage the customers by creating a successful multichannel blueprint.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据