publication . Other literature type . Article . 2014

Mapping customer journeys in multichannel decision-making

Julia Wolny;
Open Access
  • Published: 19 Jun 2014
  • Publisher: Springer Science and Business Media LLC
  • Country: United Kingdom
Abstract
This study is focused on multi-channel shopping, which refers to the integration of various channels in the consumer decision-making process. The term was coined in the early 2000s to signify the integration of offline and online shopping channels. It has since evolved to encompass the proliferating number of channels and media used to formulate, evaluate and execute buying decisions. With the explosion of mobile technologies and social media, multi-channel shopping has indeed become a journey in which customers choose the route they take and which, arguably, needs to be mapped to be understood. Existing consumer decision-making models were developed in pre-inte...
Subjects
free text keywords: Management of Technology and Innovation, Marketing, Business and International Management
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