The introduction of this dissertation asked the general question "Do customers perceive an integrated online shop as beneficial and what are the consequences on online and offline channel patronage?" This question was further broken down into specific issues that had, to date, not been answered by previous research. In order to specifically answer the formulated research gaps, this section will summarize the results of the dissertation for each research goal.
KeywordsPurchase Intention Customer Loyalty Online Shop Customer Segment Online Channel
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