Channel Management (Fach) / Take Aways (Lektion)
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Topic #9: Multichannel Management
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- company perspective
- to generate more sales
- to generate more appropriate service
- customer perspective
- customer service => call center
- different channels perfom service output differently
- more convenience demanded (e.g. spatial, time)
- competitor perspective
- force to follow customer demands
- MC has become a default option for companies
- Drivers of channel choise
- individuall differences
- service output
- situational factors
- marketing
- Type of products
- search good
- experience good
- credence good
- getting information and purchasing may process over different channels
- Customer Decision-Making Process
- Search (alternatives)
- Evaluate (alternatives)
- Transact
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