Understanding the customer experience in the age of omni-channel shopping

  1. Mosquera, Ana 1
  2. Olarte Pascual, Cristina 1
  3. Juaneda Ayensa, Emma 1
  1. 1 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Aldizkaria:
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ISSN: 1697-8293

Argitalpen urtea: 2017

Zenbakien izenburua: Las comunicaciones en el nuevo paradigma de marketing. Experiencias, relevancia, engagement y personalización

Alea: 15

Zenbakia: 2

Mota: Artikulua

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DOI: 10.7195/RI14.V15I2.1070 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

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Gordailu instituzionala: lock_openSarbide irekia Editor

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La omnicanalidad es una de las revoluciones más importantes en los últimos años en el comercio minorista, afectando a una variedad de áreas como el marketing, el comercio, la comunicación o los sistemas de información. El marketing omnicanal hace referencia a la estrategia de marca que integra todos los canales disponibles para crear una experiencia de compra sin fisuras que aumenta la conveniencia y el compromiso del cliente durante el proceso de compra. El objetivo de este estudio es proporcionar una visión general del estado del arte de este fenómeno con una cuádruple contribución. Primero, reduce la confusión del término omnicanal, demarcando claramente los conceptos multi-, cross y omnicanalidad. Segundo, ofrece una visión general de la actual experiencia del consumidor en un entorno omnicanal. Tercero, se presentan nuevas líneas de investigación relacionadas con el marketing omnicanal. Finalmente, se discuten las implicaciones teóricas y de gestión de este tema de actualidad.

€ Ikusi finantzaketa

Finantzaketari buruzko informazioa

This work was funded by the Chair in Commerce at the University of La Rioja (Spain). A. M. would also like to acknowledge a research trainee (FPI) grant from the regional government of La Rioja (C.A.R.)

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