An IS Perspective on Omni-Channel Management along the Customer Journey: Development of an Entity-Relationship-Model and a Linkage Concept
Heuchert Markus, Barann Benjamin, Cordes Ann-Kristin, Becker Jörg
Research article in edited proceedings (conference) | Peer reviewedAbstract
The digital transformation forces organisations to increasingly embed technology to catch up with customer demands. The omni-channel approach is one recent trend that requires taking the customer's perspective and offering a consistent experience across channels and touchpoints. While this development clearly necessitates IT for implementation, past research primarily stems from the marketing domain. In this article, we present an entity-relationship-model and a linkage model that takes an IS perspective and thereby enables communication between marketing and IT.
Details about the publication
Book title: Proc. Multikonferenz Wirtschaftsinformatik 2018
Place of publication: Lüneburg, Germany
Status: Published
Release year: 2018
Language in which the publication is written: English
Conference: Multikonferenz Wirtschaftsinformatik 2018, Lüneburg, Deutschland, undefined
Link to the full text: http://mkwi2018.leuphana.de/wp-content/uploads/MKWI_276.pdf
Keywords: Customer Experience Management; Entity-Relationship-Model; Omni-Channel Management
Authors from the University of Münster
| Barann, Benjamin | Chair of Information Systems and Information Management (IS) |
| Becker, Jörg | Chair of Information Systems and Information Management (IS) |
| Cordes, Ann-Kristin | Chair of Information Systems and Information Management (IS) |
| Heuchert, Markus | Chair of Information Systems and Information Management (IS) |