Are multichannel customers really more valuable? The moderating role of product category characteristics
Material type: Mixed materialsPublication details: 2013Description: 67-85Subject(s): NLM classification:- 658.8342
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
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Periodicals/Magazines | SSCBS Library | 77/4 | Available | P15033 |
How does the monetary value of customer purchases vary by customer preference for purchase channels(e.g. traditional, electronic, multichannel) and product category? The authors develop a conceptual model and hypotheses on the moderating effects of two key product category characteristics- the utilitarian versus hedonic nature of the product category and perceived risk - on the channel preference- monetory value relationship.
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