Description
Book SynopsisIn a typical day, a customer's journey moves from a physical to a digital environment multiple times, to successfully and effectively manage a customer's experience organizations need to integrate both these environments in an omnichannel way.
This edited book examines customer journeys, omnichannel retailing, digital and mobile marketing, augmented and virtual reality, gamification, artificial intelligence in marketing, blockchain applications and more to provide theoretical and practical methods of impact for businesses.
The book provides insights for researchers and practitioners in the areas of marketing, digitalisation, service operations, management, communication, administrative sciences and more. The chapters intersect methodology, research, theory and applications all along the customer journey and customer touchpoints through digital and physical environments. Increasing technological developments and the wider integration of the Internet of Things will make the need for smooth omnichannel management for customers and consumers ever more important for organizations and a key factor of successful business strategy.
Table of ContentsTable of Contents Chapter 1. The Melody of Omnichannel Customer Experience Management (OCCEM)
Taşkın Dirsehan, Meltem Dirsehan Section I. General Frames Defining OCCEM Chapter 2. The Democratization of Technology
Tibor Karlovitz Chapter 3. How Does Omnichannel Transform Consumer Behavior?
Özge Gök Chapter 4. Customer Preferences of MultiChannel Operations in the Context of Omni Channel World
M. Öztek, Özgür Çengel Chapter 5. Digital Consumer Behavior in an Omni-Channel World
Pinar Yürük-Kayapinar Chapter 6. Consumer Behavior in Omnichannel Retailing
Raife Özbük, Duygu Aydin Ünal, Büşra Oktay Chapter 7. Customer Experience Management in Omnichannel Retailing
Özgür Çengel, K. Çakiroğlu Section II. Pillars of OCCEM Strategies Chapter 8. Generational Differences in Omnichannel Experience-Rising New Segment-Gen Z
Bilge Baykal Chapter 9. The Hybrid Shopping Mile and its Orbital Customer Journey Mapping
Zeynep Bilgin-Wührer, Gerhard Wührer Chapter 10. Application and Integration of Omni Channel Decisions to CRM
Ozan Karacali, Gulberk Salman Chapter 11. Features of Startups
Judit Kárpáti-Daróczi, Tibor Karlovitz Section III. Illustrative Technologies in OCCEM Applications Chapter 12. Integrating Different Channels - Showrooming and Webrooming
Elif Türk Chapter 13. Omni-Channel Strategy in the Framework of the Search Engines
Beyza Gultekin, Sabri Erdem Chapter 14. Digitization of Luxury Fashion by Building an Omnichannel Dream
Gizem Karadağ, Irem Eren Erdogmus Chapter 15. Managing the customer experience within the Town Centre retail
Federica Caboni Chapter 16. How robotic process automation is revolutionizing the banking sector
Anita Maček, Michael Murg, Živa Veingerl Čič Chapter 17. Two Modern Aspects of Intangible Assets – Protection on Blockchain and Funding through ICO
Tatjana Horvat, Vito Bobek Chapter 18. Omnichannel Marketing Applications in Game Industry
Mert Üstündağ
