Managing customer preferences in a multi‐channel environment using Web services
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 March 2004
Abstract
The technology impact on the various functions in retailing has been increasing. As the number of channels for a retailer increases, managing the dynamics of customer behaviour in the rapidly emerging multi‐channel environment becomes complex. Building and retaining a long‐term association with customers require that relationship management applications should be able to accommodate the various channels. Multi‐channel customers are the most valuable customers and hence multi‐channel integration would improve customer loyalty and retention. This paper considers the impact of Web services on multi‐channel integration, the customer decision‐making process and the implications of effectively managing buyer behaviour for competitive advantage. The role of Web services is explored with the help of a few customer purchase scenarios.
Keywords
Citation
Ganesh, J. (2004), "Managing customer preferences in a multi‐channel environment using Web services", International Journal of Retail & Distribution Management, Vol. 32 No. 3, pp. 140-146. https://doi.org/10.1108/09590550410524920
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited