Skip to main content
placeholder image

The Impact of Integration Quality on Customer Equity in Data Driven Omnichannel Services Marketing

Journal Article


Download full-text (Open Access)

Abstract


  • The plethora of digital channels has shifted multichannel services to an omnichannel environment. In the omnichannel context,

    the borderline of offline, online and digital channels is diminishing as consumers utilize several channels simultaneously to

    complete any purchases. Additionally, as more channels are introduced, the amount of customer data collected at each touch

    point is increasing rapidly. However, the urgent need to integrate all information with service attributes within these channels

    will result in increasing cost and consequently customer dissatisfaction if they are disintegrated. To address this phenomenon,

    this research focuses towards developing quality dimension for data driven omnichannel services marketing. Within omnichannel

    literature, conceptualization of service quality perception on channel integration is rare. Therefore, additional research is required

    to know more novel outcomes of the channel integration within omnichannel services marketing. To address this gap, this

    research focuses on customer equity and its three drivers i.e. brand equity, value equity and relationship equity as the possible

    outcomes of data-driven omnichannel services marketing. Additionally, research on customer equity has not been addressed

    within this stream. Hence, this research illuminates a potential avenue for omnichannel services research by conceptualizing

    customer equity as a possible outcome of integration quality.

Publication Date


  • 2017

Citation


  • Hossain, T., Akter, S., Kattiyapornpong, U. & Wamba, S. Fosso. (2017). The Impact of Integration Quality on Customer Equity in Data Driven Omnichannel Services Marketing. Procedia Computer Science, 121 784-790.

Scopus Eid


  • 2-s2.0-85040248655

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2339&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1326

Number Of Pages


  • 6

Start Page


  • 784

End Page


  • 790

Volume


  • 121

Place Of Publication


  • Netherlands

Abstract


  • The plethora of digital channels has shifted multichannel services to an omnichannel environment. In the omnichannel context,

    the borderline of offline, online and digital channels is diminishing as consumers utilize several channels simultaneously to

    complete any purchases. Additionally, as more channels are introduced, the amount of customer data collected at each touch

    point is increasing rapidly. However, the urgent need to integrate all information with service attributes within these channels

    will result in increasing cost and consequently customer dissatisfaction if they are disintegrated. To address this phenomenon,

    this research focuses towards developing quality dimension for data driven omnichannel services marketing. Within omnichannel

    literature, conceptualization of service quality perception on channel integration is rare. Therefore, additional research is required

    to know more novel outcomes of the channel integration within omnichannel services marketing. To address this gap, this

    research focuses on customer equity and its three drivers i.e. brand equity, value equity and relationship equity as the possible

    outcomes of data-driven omnichannel services marketing. Additionally, research on customer equity has not been addressed

    within this stream. Hence, this research illuminates a potential avenue for omnichannel services research by conceptualizing

    customer equity as a possible outcome of integration quality.

Publication Date


  • 2017

Citation


  • Hossain, T., Akter, S., Kattiyapornpong, U. & Wamba, S. Fosso. (2017). The Impact of Integration Quality on Customer Equity in Data Driven Omnichannel Services Marketing. Procedia Computer Science, 121 784-790.

Scopus Eid


  • 2-s2.0-85040248655

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2339&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1326

Number Of Pages


  • 6

Start Page


  • 784

End Page


  • 790

Volume


  • 121

Place Of Publication


  • Netherlands