Omnichannel customer segmentation

The paper points out that there is a lack of research from the demand side of the omnichannel retailing, such as conceptualization from consumers’ perspective, omnichannel customer segmentation, customer relationship management in an omnichannel retailing environment, channel choices and effects of channel choice on retail performance, customer loyalty, and the effects of channel mix and integration on retail performance.

8p vijihyo2711 25-09-2021 16 3   Download