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Consumer Value within a Click-and-Mortar Construct

In: Electronic Markets

Author

Listed:
  • Paul McElhone
  • Alison Yacyshyn

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.

Suggested Citation

  • Paul McElhone & Alison Yacyshyn, 2009. "Consumer Value within a Click-and-Mortar Construct," Palgrave Macmillan Books, in: Craig Standing (ed.), Electronic Markets, chapter 4, pages 62-83, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-27423-5_4
    DOI: 10.1057/9780230274235_4
    as

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