Channel Management (Fach) / Take Aways (Lektion)

Vorderseite 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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