Naslov
ONLINE AND OFFLINE CHANNEL INTEGRATION: O2O COMMERCE AS A FIRST STEP TO OMNICHANNEL STRATEGY?

Autori
Delić, Mia ; Knego, Nikola

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
TRADE PERSPECTIVES 2019 Business model innovations in domestic and international trade / Baković, T. ; Naletina, D. ; Petljak, K. - Zagreb : Faculty of Economics and Business Zagreb & Croatian Chamber of Economy, 2019, 181-191

ISBN
978-953-346-082-6

Skup
Trade Perspectives 2019: Business model innovations in domestic and international trade

Mjesto i datum
Zagreb, Hrvatska, 28.11.2019. - 29.11.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
channel integration ; customer satisfaction ; multichannel ; omnichannel ; O2O commerce

Sažetak
The retail industry has changed significantly in the past decade. The digital revolution has created exacting customers expecting higher levels of service and product quality. In order to remain competitive for their customers, traditional brick-and-mortar retailers have added online channels, and revolutionized mobile technologies along with social media, becoming omnichannel retail companies. The purpose of this paper is to provide a current state of the research on differences between multichannel and omnichannel retailing, as well as O2O commerce as a transition retail model. The paper also presents the practices and factors increasing satisfaction of consumers buying their products online and offline. The paper is based on a review of the existing literature of academic studies and research based studies. The review offers a structured approach to what is a current research gap in the field of omnichannel retailing, and provides a roadmap for future research.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA