臺大管理論叢第31卷第3期

166 Managing Multichannel Integration, Designing Perceived Affordances, and Developing Customer Relationship in the Online and Offline Retailing 2.2 Multichannel Integration, Economic Value, and Relational Value Multichannel integration requires providing an integrated system capable of conducting multiple channels of operation for a retailer (Ganesh, 2004). Barry and Shawn (2004) claim that multichannel integration is a key element in the retailing. In the retailing context, the complementary and compatible nature of channels is a main concern for retailers (Kwon and Lennon, 2009; Pentina and Hasty, 2009; Wallace, Giese, and Johnson, 2004), specifically the dual customers of online and offline channels. Oh and Teo (2010) identify six integrated retailing processes, namely, integrated promotion planning, integrated product and pricing strategy, integrated transaction design, integrated information approach, integrated order fulfillment, and integrated customer service. Multichannel integration is primarily the ability to offer customers with seamless shopping experiences across channels (Sousa and Voss, 2006). The service offered would impact both the online and offline channel design and the of service output, while addressing the success of multichannel integration (Banerjee, 2014). By contrast, the lack of integration from a multichannel approach can cause a puzzling experience that often leaves customers feeling frustrated. Customer values refer to customers’ perceived preference for and appraisal of product attributes, attribute performances, and consequences arising from usage that facilitate achieving customers’ goals and purposes in the purchasing situations (Flint, Woodruff, and Figure 1 Conceptual Framework

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