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.
| Document Type: | Working Paper |
|---|---|
| Language: | English |
| Author: | Manfred Kirchgeorg |
| Chairs and Professorships: | Chair of Marketing Management and Sustainability |
| URL: | http://wissenschaftliche-gesellschaft.de/produkt/ap-227-enhancing-multi-channel-retail-quality-through-cross-channel-services/ |
| Year of Completion: | 2017 |
| Note: | Arbeitspapier 227. Leipzig: Wissenschaftliche Gesellschaft für Marketing und Unternehmensführung, 2017 |