Investigació en marketing

Investigació en marketing: articles (research papers)

Multirooming: Generating e-satisfaction throughout omnichannel consumer journey design and online customer experience.

The objective of this research is to analyze how omnichannel consumer journey design (OCJD)
influences the online customer experience (OCE) and e-satisfaction in consumers’ multirooming
behavior (searching for information in online and offline channels and purchasing the product online).

The article was written by the following Associate Professors at Jaume I University: Miguel Angel Moliner Tena and Vicent Tortosa-Edo.

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