首页> 外文OA文献 >Consumer psychographic surveys as part of the decision-makingin customer relationship management in omni-channel retailenvironments -Case Tokmanni
【2h】

Consumer psychographic surveys as part of the decision-makingin customer relationship management in omni-channel retailenvironments -Case Tokmanni

机译:消费者心理调查是决策的一部分全渠道零售的客户关系管理中环境-Case Tokmanni

代理获取
本网站仅为用户提供外文OA文献查询和代理获取服务,本网站没有原文。下单后我们将采用程序或人工为您竭诚获取高质量的原文,但由于OA文献来源多样且变更频繁,仍可能出现获取不到、文献不完整或与标题不符等情况,如果获取不到我们将提供退款服务。请知悉。

摘要

The theoretical understanding of online shopping behavior and customer relationship management have received much attention among researchers. Less focus has been given to understanding how the information on online shopping behavior combined with customer psychographic attributes can be used when developing online stores as part of the customer relationship management strategy in omni-channel retail environment. This study develops and empirically tests a customer survey, with the aim of to better understand customer needs and behavior in online stores in omni-channel retail environment. The survey data is combined with the purchase data of one Finnish discounter retailer, and four different regression analyses are done to study if the customer psychographicattributes explain the purchase behavior. The results give valuable information as well as relationships between the customer behavior and psychographics. Based on the results the case company can develop its online store to better serve customer needs, thus yielding to better customer-based performance and enhanced omni-channel strategy as part of the customer relationship management.
机译:对网络购物行为和客户关系管理的理论理解已引起研究人员的广泛关注。在全渠道零售环境中,开发在线商店作为客户关系管理策略的一部分时,很少关注了解如何将有关在线购物行为的信息与客户心理属性相结合。这项研究开发并进行了一次客户调查问卷调查,目的是更好地了解全渠道零售环境中在线商店的客户需求和行为。该调查数据与一家芬兰折扣零售商的购买数据相结合,并进行了四种不同的回归分析,以研究客户心理特征是否能解释购买行为。结果提供了有价值的信息以及客户行为和心理特征之间的关系。根据结果​​,案例公司可以开发其在线商店来更好地满足客户需求,从而获得更好的基于客户的绩效和增强的全渠道策略,作为客户关系管理的一部分。

著录项

  • 作者

    Laurila Louna;

  • 作者单位
  • 年度 2016
  • 总页数
  • 原文格式 PDF
  • 正文语种 en
  • 中图分类

相似文献

  • 外文文献
  • 中文文献
  • 专利

客服邮箱:kefu@zhangqiaokeyan.com

京公网安备:11010802029741号 ICP备案号:京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有
  • 客服微信

  • 服务号