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I comportamenti d?acquisto multicanale. Posizioni emergenti e fabbisogni di ricerca

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  • Francesco Ricotta

Abstract

The diffusion of ICT technologies, the increased customer heterogeneity, the spreading of differentiation strategies and the emerging form of convergent competition lead firms to explore different channels to interact with consumers. Such innovations drive managers to develop a multichannel approach toward customers aimed at designing, deploing, coordinating and evaluating channels through which firms and customers interact. This, with the goal of enhancing value offered to customers through effective customer acquisition and retention. The paper tackles this issue proposing a framework to analyze the drivers of customer channel choice in a multichannel environment

Suggested Citation

  • Francesco Ricotta, 2009. "I comportamenti d?acquisto multicanale. Posizioni emergenti e fabbisogni di ricerca," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 21(2), pages 237-264.
    • Handle: RePEc:fan:ededed:v:html10.3280/ed2009-002003
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