Transitioning from Multichannel to Omnichannel Customer Experience in Service-Based Companies: Challenges and Coping Strategies

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dc.catalogadorgjm
dc.contributor.authorGerea Petculescu, Carmen
dc.contributor.authorHerskovic, Valeria
dc.date.accessioned2024-05-30T16:23:18Z
dc.date.available2024-05-30T16:23:18Z
dc.date.issued2022
dc.description.abstractOmnichannel as a strategy has long been associated with retailing, but service-based organizations have been increasingly embracing it with the help of digital technologies. Moving from a multichannel to an omnichannel service-based organization is a challenge per se; we aim to add to the discussion an understanding from a customer experience (CX) management point of view. Our goals are to (1) understand the key factors to unlock omnichannel capabilities, (2) identify the challenges of becoming an omnichannel service-based organization, and (3) propose a set of strategies to overcome them. We interviewed practitioners in key roles in traditional industries such as banking, insurance, and telecommunications. Based on the findings, we introduce and validate a conceptual framework, which includes enablers, challenges, drivers, and contextual factors, for the transition process from a multichannel to an omnichannel customer-experience-oriented organization.
dc.fuente.origenORCID
dc.identifier.doi10.3390/jtaer17020021
dc.identifier.urihttps://www.mdpi.com/0718-1876/17/2/21
dc.identifier.urihttps://repositorio.uc.cl/handle/11534/86048
dc.information.autorucEscuela de Ingeniería; Gerea Petculescu, Carmen; S/I; 224762
dc.information.autorucEscuela de Ingeniería; Herskovic, Valeria; 0000-0002-2650-6507; 1009054
dc.issue.numero2
dc.language.isoen
dc.nota.accesocontenido completo
dc.pagina.final413
dc.pagina.inicio394
dc.revistaJournal of Theoretical and Applied Electronic Commerce Research
dc.rightsacceso abierto
dc.rights.licenseCC BY 4.0 DEED Attribution 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectOmnichannel
dc.subjectCustomer experience
dc.subjectMultichannel
dc.subjectNPS
dc.subjectQualitative research
dc.subjectCOVID-19 pandemic
dc.subject.ddc620
dc.subject.deweyIngenieríaes_ES
dc.titleTransitioning from Multichannel to Omnichannel Customer Experience in Service-Based Companies: Challenges and Coping Strategies
dc.typeartículo
dc.volumen17
sipa.codpersvinculados224762
sipa.codpersvinculados1009054
sipa.trazabilidadORCID;2024-05-27
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