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Customer Experience in the Context of Omnichannel Retailing: Analysis of Marketing Instruments, Channel Integration and Customer Experience Dimensions during the Customer Journey Nils Fränzel 9783658475673
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Customer Experience in the Context of Omnichannel Retailing: Analysis of Marketing Instruments, Channel Integration and Customer Experience Dimensions during the Customer Journey Nils Fränzel 9783658475673

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Description

The research focus of Nils Franzel is on customer behaviour in omnichannel retailing. He focuses on the multidimensionality of customer experience and the reciprocal interactions between different dimensions of customer experience. He also looks at the importance of channel specific marketing instruments and channel integration along the customer journey. Nils Franzel's analysis contributes to the latest research in the field of customer experience in omnichannel retailing and shows the importance of the different stages of the customer journey.



About the Author

Nils Franzel worked at the Chair for Marketing and Retailing at the University of Trier, where he received his doctoral degree.




Book Information
ISBN 9783658475673
Author Nils Franzel
Format Paperback
Page Count 261
Imprint Springer Gabler
Publisher Springer-Verlag Berlin and Heidelberg GmbH & Co. KG

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