Hybrid Customer Interaction

Nüesch, Rebecca; Alt, Rainer; Puschmann, Thomas

doi:10.1007/s12599-014-0366-9

Cited by 48 publications

(31 citation statements)

References 14 publications

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“…While most research on channel choice suggests that the customer behavior in e-commerce and BaM retail differs (Cervellon et al 2015;Schramm-Klein et al 2007), Schramm-Klein et al (2007 and Walsh et al (2010) show that customers' criteria for evaluating e-commerce and BaM stores are similar but also that customers' evaluation of services is significantly more important in online shops. Still, smart retail technologies in particular (Roy et al 2017;Roy et al 2018), along with the hybrid customer interactions they foster (Hosseini et al 2017;Nüesch et al 2015), unfold a new smart servicescape (Sanjit K. Roy et al 2019) that combines aspects of BaM retail with those of e-commerce, leading to a technology-mediated in-store experience (Roy et al 2017). Therefore, whether results from studies on eTPs in e-commerce can be transferred to BaM retail remains in question.…”

Section: Behavioral Intentions Toward E-service Touchpoints In Brick mentioning

confidence: 99%

“…Since its inception, e-commerce has been primarily functional in nature (Noble et al 2005), making its utilitarian benefits for information search vital to customers (Blázquez 2014), particularly, because the usefulness of a channel for facilitating product information search affects the frequency of product searches and purchases through that channel (Jihyun Kim and Lee 2008). By complementing physical stores with eTPs, the e-commerce experience can be replicated in BaM retail (Mirsch et al 2016;Roy et al 2017;Roy et al 2018).…”

Section: Perception Of Functionmentioning

confidence: 99%

“…How retailers and customers interact is constantly changing. The advent of omni-channel retailing made clear that customer interaction does not stop at a particular channel's boundaries (Lemon and Verhoef 2016;Saghiri et al 2017), as exemplified by hybrid customer interactions, where customers use digital and physical channels in parallel (Hosseini et al 2017;Nüesch et al 2015).…”

Section: Introductionmentioning

confidence: 99%

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Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail

et al. 2020

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E-commerce has embraced the digital transformation and innovated with e-service touchpoints to improve customers’ experiences. Now some traditional, less-digitalized brick and mortar (BaM) retailers are starting to counteract the increasing competition by adopting digital touchpoints. However, the academic literature offers little in terms of what determines customers’ behavioral intentions toward e-service touchpoints. Therefore, drawing from the dominant design theory, this article first conceptually adapts selected dominant touchpoints of leading e-commerce solutions to BaM retail. Then 250 shoppers are surveyed regarding the likeliness that they will use the selected touchpoints, followed by an exploratory factor analysis to determine the touchpoints’ characteristics that lead to the shoppers’ assessments. The results suggest that customers prefer touchpoints that support product search and selection, provide information, and increase shopping efficiency. The likeliness that surveyed shoppers will use the touchpoints was affected by the functionality provided, the content conveyed, and the mediating device. The results provide a foundation for further research on customers’ behavioral intentions toward BaM e-service touchpoints and provide useful information for BaM retailers.

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Section: Behavioral Intentions Toward E-service Touchpoints In Brick mentioning

confidence: 99%

Section: Perception Of Functionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail

et al. 2020

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“…According to Li and Mao (2012) and Nüesch et al (2015), such integration enhances the organization's understanding of changing customer habits and preferences with the aim of developing new products and services to satisfy the emerging customers' needs, provide products and services needed by the customer and improve client retention.…”

Section: Crm System Integrationmentioning

confidence: 99%

The Mediating Role of Customers' Satisfaction on the Effect of CRM on Long-Term Customers Loyalty in the Banking Sector in the Palestinian Territory

Iriqat¹,

Daqar²

2018

ASS

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This study aims to investigate the mediating role of customers' satisfaction on the effect of customer relationship management on long-term customers' loyalty in the banking sector in the Palestinian Territory. Using advanced statistical methods. This study supports that there is a high level in implementing the CRM, customers' satisfaction, and long-term customers' loyalty. It showed that these three variables: CRM, customers' satisfaction, and long-term customers' loyalty have a significant role on the Banking sector. CRM and its dimensions, and both of customers' satisfaction, and long-term customers' loyalty are positively significant correlated. Also, finds that there is no role for customers' satisfaction as a mediator variable in enhancing the impact of CRM on long-term customers' loyalty. Moreover, based on SEM the study shows that there is a direct impact of CRM system integration and customers satisfaction on long-term customers' loyalty, whereas there is a direct impact for customers' database and CRM system integration on customers' satisfaction. The scholars find that the Palestinian local banks should pay more efforts to improve their competences to enhance the quality of service and their employees' behavior level. On the other side, they need to keep their customers database updated and to be aligned with the cutting edge technologies to provide better service for customers, which is appropriate and meet their needs by obtaining the accurate information about their preferences in order to build a strong competitive advantage that is hard to imitate, this leads to build a strong relationship with customers.

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“…While the former refer to the actions between various actors (Becker et al 2013), the latter define the environment in which these interactions take place (Nüesch et al 2015). Among the channels that have been receiving increased attention over the last years are social media.…”

Section: Contents Of Issuementioning

confidence: 99%

Electronic Markets on customer-orientation

Alt

2016

Electron Markets

Self Cite

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Dear readers of Electronic Markets,It is a popular saying that "The customer is king (or queen)" and most businesses will declare customer-orientation as a major goal in their strategies. Among the claims are to offer the best service to customers and to strive for maximum customer satisfaction and/or experience. The question remains how customer-orientation is actually measured and operationalized beyond being a mere marketing statement. Clearly, customer-orientation is a complex construct that is shaped by many factors. While price is an important determinant in most buying decisions, the overall satisfaction with a seller is influenced by many qualitative aspects as well, i.e. the mood (s)he is in, the time constraints of the transaction, the financial status of the buyer, the interaction with the seller's representative or systems or the match with the customer's expectations of the product/service and the like. In addition, marketing literature suggests that each encounter also needs to be considered in a longer relational context, meaning that customers -especially in the business-to-business segment -undertake repeated transactions, which lead to a transaction history and longer-term relationships.

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Hybrid Customer Interaction

Cited by 48 publications

References 14 publications

Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail

Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail

The Mediating Role of Customers' Satisfaction on the Effect of CRM on Long-Term Customers Loyalty in the Banking Sector in the Palestinian Territory

Electronic Markets on customer-orientation

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