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Multichannel Service Relationships

Multichannel Service Relationships

Byron Keating

97,16 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2010
Materia
Empresa y gestión
ISBN:
9783639254242
97,16 €
IVA incluido
Disponible

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Sobre IBD

The emergence of multichannel service delivery has important implications for the management of service relationships. The research presented in this book probes the nature of multichannel service relationships by examining how the drivers of good service and customer loyalty vary between the online and offline channels. The research confirms that customer-relationship management theory is well supported in both the online and offline contexts, providing general support for a ’chain of impact’ in which effective service will enhance the quality of the firm-customer relationship, and thereby increase loyalty perceptions of a customer. The research does, however, reveal some interesting insights into how the service delivery channel influences the interpretation of, and interplay between, the key constructs of service quality, relationship quality, and customer loyalty.

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