An IS Perspective on Omni-Channel Management along the Customer Journey: Development of an Entity-Relationship-Model and a Linkage Concept

Heuchert Markus, Barann Benjamin, Cordes Ann-Kristin, Becker Jörg


Zusammenfassung
The digital transformation forces organisations to increasingly embed technology to catch up with customer demands. The omni-channel approach is one recent trend that requires taking the customer's perspective and offering a consistent experience across channels and touchpoints. While this development clearly necessitates IT for implementation, past research primarily stems from the marketing domain. In this article, we present an entity-relationship-model and a linkage model that takes an IS perspective and thereby enables communication between marketing and IT.

Schlüsselwörter
Customer Experience Management; Entity-Relationship-Model; Omni-Channel Management



Publikationstyp
Forschungsartikel in Sammelband (Konferenz)

Begutachtet
Ja

Publikationsstatus
Veröffentlicht

Jahr
2018

Konferenz
Multikonferenz Wirtschaftsinformatik 2018

Konferenzort
Lüneburg, Deutschland

Buchtitel
Proc. Multikonferenz Wirtschaftsinformatik 2018

Ort
Lüneburg, Germany

Sprache
Englisch

Gesamter Text