KOREASCHOLAR

HOW TO PERFORM RELATIONSHIP BONDING STRATEGY ON MULTICHANNEL RETAILING?

Hsin-Wei Wang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315072
Download
Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.896-903
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Recently, more and more consumers have changed from shopping in a single channel to multi-channel. Therefore, maintaining a long-term customer relationship becomes an important issue for retailers in this complex shopping circumstance. This study decides to understand how online retailers keep their valuable consumers in current store and even duplicate the original relationship to an extended channel.

Keyword
relationship bonding strategyrelationship qualityrelationship performancerelationship extension
Author
  • Hsin-Wei Wang(National Kaohsiung Marine University, Taiwan)