Comprendiendo la experiencia del cliente en la era de las compras omnicanal

Contenido del artículo principal

Ana Mosquera
http://orcid.org/0000-0003-3177-0211
Cristina Olarte Pascual
http://orcid.org/0000-0002-9853-0266
Emma Juaneda Ayensa
http://orcid.org/0000-0002-8580-8302

Resumen

La omnicanalidad es una de las revoluciones más importantes en los últimos años en el comercio minorista, afectando a una variedad de áreas como el marketing, el comercio, la comunicación o los sistemas de información. El marketing omnicanal hace referencia a la estrategia de marca que integra todos los canales disponibles para crear una experiencia de compra sin fisuras que aumenta la conveniencia y el compromiso del cliente durante el proceso de compra. El objetivo de este estudio es proporcionar una visión general del estado del arte de este fenómeno con una cuádruple contribución. Primero, reduce la confusión del término omnicanal, demarcando claramente los conceptos multi-, cross y omnicanalidad. Segundo, ofrece una visión general de la actual experiencia del consumidor en un entorno omnicanal. Tercero, se presentan nuevas líneas de investigación relacionadas con el marketing omnicanal. Finalmente, se discuten las implicaciones teóricas y de gestión de este tema de actualidad.

Detalles del artículo

Cómo citar este artículo
MOSQUERA, Ana; OLARTE PASCUAL, Cristina; JUANEDA AYENSA, Emma. Comprendiendo la experiencia del cliente en la era de las compras omnicanal. Revista ICONO14 Revista científica de Comunicación y Tecnologías emergentes, [S.l.], v. 15, n. 2, p. 92-114, jul. 2017. ISSN 1697-8293. Disponible en: <https://icono14.net/ojs/index.php/icono14/article/view/1070>. Fecha de acceso: 22 sep. 2017 doi: https://doi.org/10.7195/ri14.v15i2.1070.
Palabras clave
Omnicanalidad, Experiencia del consumidor, Comprador omnicanal, Jornada del cliente, Tecnologías interactivas, Compromiso
Sección
MONOGRÁFICO

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