IDEAS home Printed from
   My bibliography  Save this article

The New Customer Path In The Connectivity And Digitalization Age


  • TANASE, George Cosmin


With the rise of digital channels, customers can constantly switch between online and offline channels (channel hopping) and are not easy to trace. Since customers expectations are also changing, firms look to multi- or Omnichannel approaches to make a consistent customer experience across all touchpoints possible. For customers, digital advancement has two consequences. Firms have the possibility to overwhelm customers with endless outbound marketing communication by sending emails, tailored online ads, etc. On the other hand, customers utilize more ways to search for information and are active via inbound marketing. They block intrusive communication measures and comb through a vast number of resources to find transparent information.

Suggested Citation

  • TANASE, George Cosmin, 2021. "The New Customer Path In The Connectivity And Digitalization Age," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 12(1), pages 27-31, April.
  • Handle: RePEc:rdc:journl:v:12:y:2021:i:1:p:27-31

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Finsterwalder, Jörg, 2017. "Refugee influx: Repercussions and research agenda for service scholars," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 177-181.
    2. Krystyna Mazurek-Lopacinska & Magdalena Sobocinska, 2021. "Social Media in Marketing Activities of Enterprises in the Light of the Analysis of Empirical Research Results," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 647-658.
    3. Maria Vincenza Ciasullo & Orlando Troisi & Mara Grimaldi & Daniele Leone, 2020. "Multi-level governance for sustainable innovation in smart communities: an ecosystems approach," International Entrepreneurship and Management Journal, Springer, vol. 16(4), pages 1167-1195, December.
    4. Best, Bernadette & Miller, Kristel & McAdam, Rodney & Maalaoui, Adnane, 2022. "Business model innovation within SPOs: Exploring the antecedents and mechanisms facilitating multi-level value co-creation within a value-network," Journal of Business Research, Elsevier, vol. 141(C), pages 475-494.
    5. Christian Bartelheimer, Philipp zur Heiden, Hedda Lüttenberg, Daniel Beverungen, 2021. "Systematizing the Lexicon of Platforms in Information Systems: A Data-Driven Study," Working Papers Dissertations 79, Paderborn University, Faculty of Business Administration and Economics.
    6. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.
    7. Anna Gerke & Herbert Woratschek & Geoff Dickson, 2020. "How is value co-created in a sportbusiness-to-business context?," Post-Print hal-02962015, HAL.
    8. da Silva, Agostinho & Almeida, Isabel, 2020. "Towards INDUSTRY 4.0 | a case STUDY in ornamental stone sector," Resources Policy, Elsevier, vol. 67(C).
    9. Ponzoa, José M. & Gómez, Andrés & Mas, José M., 2023. "EU27 and USA institutions in the digital ecosystem: Proposal for a digital presence measurement index," Journal of Business Research, Elsevier, vol. 154(C).
    10. Michael K. Brady & Todd Arnold, 2017. "Organizational service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 785-788, November.
    11. Shan, Wei & Qiao, Tong & Zhang, Mingli, 2020. "Getting more resources for better performance: The effect of user-owned resources on the value of user-generated content," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    12. Jia, Yibo & Su, Jingqin & Cui, Li & Wu, Lin & Hua Tan, Kim, 2023. "Platform business model innovation in the digitalization era: A “driver-process-result” perspective," Journal of Business Research, Elsevier, vol. 160(C).
    13. Chan, Haksin & Yang, Morgan X. & Zeng, Kevin J., 2022. "Bolstering ratings and reviews systems on multi-sided platforms: A co-creation perspective," Journal of Business Research, Elsevier, vol. 139(C), pages 208-217.
    14. Trischler, Jakob & Johnson, Mikael & Kristensson, Per, 2020. "A service ecosystem perspective on the diffusion of sustainability-oriented user innovations," Journal of Business Research, Elsevier, vol. 116(C), pages 552-560.
    15. Vincenzo Basile & Francesca Loia & Nunzia Capobianco & Roberto Vona, 2023. "An ecosystems perspective on the reconversion of offshore platforms: Towards a multi‐level governance," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1615-1631, July.
    16. Francesco Polese & Luca Carrubbo & Francesco Caputo & Debora Sarno, 2018. "Managing Healthcare Service Ecosystems: Abstracting a Sustainability-Based View from Hospitalization at Home (HaH) Practices," Sustainability, MDPI, vol. 10(11), pages 1-15, October.
    17. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    18. Feng-Shang Wu & Chia-Chang Tsai, 2022. "A Framework of the Value Co-Creation Cycle in Platform Businesses: An Exploratory Case Study," Sustainability, MDPI, vol. 14(9), pages 1-18, May.
    19. Mahavarpour, Nasrin & Marvi, Reza & Foroudi, Pantea, 2023. "A Brief History of Service Innovation: The evolution of past, present, and future of service innovation," Journal of Business Research, Elsevier, vol. 160(C).
    20. Razmdoost, Kamran & Alinaghian, Leila & Smyth, Hedley J., 2019. "Multiplex value cocreation in unique service exchanges," Journal of Business Research, Elsevier, vol. 96(C), pages 277-286.

    More about this item


    Innovation; Developments; Brand Advocacy; Social Context; Digitalized World;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rdc:journl:v:12:y:2021:i:1:p:27-31. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Theodor Valentin Purcarea (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.