Consumer Value within a Click-and-Mortar Construct

Paul McElhone and Alison Yacyshyn

Chapter 4 in Electronic Markets, 2009, pp 62-83 from Palgrave Macmillan

Abstract: Abstract Rapid technological advances affect the daily decisions retailers make and the impact is seen in the quality, value and loyalty chains (Parasuraman & Grewal, 2000). The discussions around channel conflict (Tsay & Agrawal, 2004), conflict issues, the impact on channel efficiency (Rosenbloom, 1973), the level of cooperation needed (Bonoma, 1976) and leadership required (Filser et al., 2001) to create retailer value are complex and research suggests that further analysis is required to assist the retailer in creating multi-channel strategies (Rosenbloom, 2007). In a relentless pursuit of creating value for the consumer, (one may ask) will technology improve efficiencies and reduce cost (Chircu & Mahajan, 2006)? There are also many questions which are now beginning to emerge about online shopping (Carpenter & Fairhurst, 2005), and more specifically at the store level, the use of radio-frequency identification (RFID) (Napolitano, 2005) which are now begining to emerge.

Keywords: Online Shopping; Consumer Service; Shopping Environment; Loyal Customer; Touch Point (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-27423-5_4

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DOI: 10.1057/9780230274235_4

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