An IS Perspective on Omni-Channel Management along the Customer Journey: Development of an Entity-Relationship-Model and a Linkage Concept
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
Zitieren als
Heuchert, M., Barann, B., Cordes, A.-K., & Becker, J. (2018). An IS Perspective on Omni-Channel Management along the Customer Journey: Development of an Entity-Relationship-Model and a Linkage Concept. In Proceedings of the Multikonferenz Wirtschaftsinformatik 2018, Lüneburg, Deutschland.Details
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