An IS Perspective on Omni-Channel Management along the Customer Journey: Development of an Entity-Relationship-Model and a Linkage Concept
Abstract
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.
Keywords
Customer Experience Management; Entity-Relationship-Model; Omni-Channel Management
Cite as
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
Publication type
Research article in proceedings (conference)
Peer reviewed
Yes
Publication status
Published
Year
2018
Conference
Multikonferenz Wirtschaftsinformatik 2018
Venue
Lüneburg, Deutschland
Book title
Proc. Multikonferenz Wirtschaftsinformatik 2018
Place
Lüneburg, Germany
Language
English
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