Akademik Veri Yönetim Sistemi
Managing Customer Experience in an Omnichannel World, Taşkın Dirsehan, Editör, Emerald Ink Publishing, Bradford, ss.97-113, 2020
As
the world moves towards globalization, new trends and applications are on the
rise as an attempt to meet the ever changing needs of consumers. In this sense,
new technologies have been introduced as a means to differantiate the product
and service offerings along with some emerging retailing perspectives. It is
obvious that omnichannel retailing is cited as one of the emerging trends in
marketing. In this globe, customer experience management plays a crucial role
in establishing sustainable omnichannel retailing strategies. Considering all
the variables in the business environment, it is seen that effective tools of
omnichannel operations should well be implemented as a response to effectively
compete in the business environment. This paper reveals some of the major
literature and applications in the context of omnichannel retailing whereby the
most concern of interest is given to the importance of customer experience and
its formation.