Online Channel Integration

1. Front Matter

   Pages I-XX

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2. A Research Background

   • Jochen Binder

   Pages 1-44

3. B Development of Hypotheses

   • Jochen Binder

   Pages 45-64

4. C Study 1: Online Integration and Willingness to Pay

   • Jochen Binder

   Pages 65-90

5. D Study 2: Online Integration, Channel Loyalty, and Channel Choice

   • Jochen Binder

   Pages 91-182

6. E Managerial Suggestions

   • Jochen Binder

   Pages 183-223

7. F Conclusions

   • Jochen Binder

   Pages 224-231

8. Back Matter

   Pages 232-281

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Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase experience, by combining the online and offline channels. Also, it is unclear if these channel integration activities can actually help multichannel firms obtain a strategic advantage over their online pureplay competitors. Jochen Binder investigates how, why, and to what extent an integrated online channel increases customer value and leads to higher willingness to pay, customer loyalty and purchase intention in a firm's online and offline stores.

• Channel integration
• Marketing
• Sales
•  E-Commerce
•  Multichannel Management

• St. Gallen, Switzerland

  Jochen Binder

Jochen Binder completed his doctoral thesis under the supervision of Prof. Dr. Marcus Schögel at the Institute of Marketing at the University of St. Gallen.

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