The Positive Influences of Financial Omni-Channel Marketing Approach on Customer Satisfaction
Küçük Resim Yok
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Springer Nature
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Marketing approaches has seen dramatic changes throughout the last decade. With the change of marketing perceptions, consumer satisfaction has become one of the focal points of marketing and satisfaction can be considered as the finish line for marketers, to be obtained on consumers. Satisfaction is indispensable for most sectors and even for competitive sectors. Such sector should attract consumers at every potential channel. Omni-channel methods have started to be perceived as more beneficial as consumers may tend to use both online and brick and mortar stores, additionally they may tend to use these channels corporately. Electronic devices are among the channels of omni-channel and the increase of mobile penetration is one of the key factors to hoist omni-channel usage. As brands aim to gain consumer satisfaction intensively, utilizing both classic channels and online channels and using them corporately would create a great competitive advantage to brands for creating satisfaction. With the rapid increase of electronic devices, internet usage, smart phones and thus with a positive correlation omni-channel usage started to gain popularity and became a topic that must be researched by marketers. This paper studies omni-channel concept and its potential positive effect on consumer satisfaction with the perspective of consumer-oriented marketing mix (4C). © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.
Açıklama
Anahtar Kelimeler
Kaynak
Contributions to Finance and Accounting
WoS Q Değeri
Scopus Q Değeri
Q4
Cilt
Part F209
