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Enhancing multi-channel retail quality through cross-channel services

  • Cross-Channel retail services as a means to extent retailer service offerings and to enhance retail quality._x000D_ Aims: • Evaluate the concepts of retail services and retail quality in a multi-channel setting. • Describe the role of retail services within the broader context of the customer experience. • Derive the concept of cross-channel retail services from marketing and service quality research. • Evaluate the potential impact of cross-channel services on retail quality._x000D_ Results: • Retail quality depends upon and is limited by characteristics of the respective retail channel. • Cross-channel retail services can be used to overcome limits of a specific retail channel. • It can be assumed that cross-channel retail services can serve as a means to enhance perceived retail quality. • There is a need for further empirical analysis on the impact of cross-channel retail services on retail quality.

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Document Type:Working Paper
Author:Manfred KirchgeorgORCiD
Chairs and Professorships:Chair of Marketing Management and Sustainability
Year of Completion:2017
Arbeitspapier 227. Leipzig: Wissenschaftliche Gesellschaft für Marketing und Unternehmensführung, 2017