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Mindfully going omni-channel : An economic decision model for evaluating omni-channel strategies

Title data

Hosseini, Sabiölla ; Merz, Marieluise ; Röglinger, Maximilian ; Wenninger, Annette:
Mindfully going omni-channel : An economic decision model for evaluating omni-channel strategies.
In: Decision Support Systems. (January 2018) .
ISSN 1873-5797
DOI: https://doi.org/10.1016/j.dss.2018.01.010

Official URL: Volltext

Abstract in another language

Disruptive digital technologies empower customers to define how they would like to interact with organizations. Consequently, organizations often struggle to implement an appropriate omni-channel strategy (OCS) that both meets customers’ interaction preferences and can be operated efficiently. Despite this strong practical need, research on omni-channel management predominantly adopts a de-scriptive perspective. There is little prescriptive knowledge to support organizations in assessing the business value of OCSs and comparing them accordingly. To address this research gap, we propose an economic decision model that helps select an appropriate OCS, considering online and offline channels, the opening and closing of channels, non-sequential customer journeys, and customers’ channel preferences. Drawing from investment theory and value-based management, the decision model recommends implementing the OCS with the highest contribution to an organization’s long-term firm value. We validate the decision model using real-world data on the omni-channel environment of a German financial service provider.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: Channel switching; customer journey analytics; decision model; Markov chain; omni-channel management; value-based management
Institutions of the University: Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Professorship Business Information Systems and Value Oriented Process Management
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Professorship Business Information Systems and Value Oriented Process Management > Professorship Business Information Systems and Value Oriented Process Management - Univ.-Prof. Dr. Maximilian Röglinger
Research Institutions
Research Institutions > Research Centres > Forschungszentrum für Modellbildung und Simulation (MODUS)
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering
Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management
Research Institutions > Research Centres
Result of work at the UBT: Yes
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 27 Mar 2018 06:11
Last Modified: 31 Aug 2018 08:40
URI: https://eref.uni-bayreuth.de/id/eprint/43147