[PDF][PDF] An IS perspective on omni-channel management along the customer journey: Development of an entity-relationship-model and a linkage concept.
The digital transformation forces organisations to increasingly embed technology to catch up
with customer demands. The omni-channel approach is one recent trend that requires taking
the customer's perspective and offering a consistent experience across channels and
touchpoints. While this development clearly necessitates IT for implementation, past
research primarily stems from the marketing domain. In this article, we present an entity-
relationship-model and a linkage model that takes an IS perspective and thereby enables …
with customer demands. The omni-channel approach is one recent trend that requires taking
the customer's perspective and offering a consistent experience across channels and
touchpoints. While this development clearly necessitates IT for implementation, past
research primarily stems from the marketing domain. In this article, we present an entity-
relationship-model and a linkage model that takes an IS perspective and thereby enables …
Abstract
The digital transformation forces organisations to increasingly embed technology to catch up with customer demands. The omni-channel approach is one recent trend that requires taking the customer’s perspective and offering a consistent experience across channels and touchpoints. While this development clearly necessitates IT for implementation, past research primarily stems from the marketing domain. In this article, we present an entity-relationship-model and a linkage model that takes an IS perspective and thereby enables communication between marketing and IT.
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