Skip to main content

Tipp

Weitere Kapitel dieses Buchs durch Wischen aufrufen

2019 | OriginalPaper | Buchkapitel

4. Entwicklung eines Entity-Relationship-Modells und eines Verknüpfungskonzeptes – eine Betrachtung des Omni-Channel-Managements aus einer Information Systems-Perspektive

verfasst von : Markus Heuchert, Benjamin Barann, Ann-Kristin Cordes, Jörg Becker

Erschienen in: Digital Customer Experience

Verlag: Springer Fachmedien Wiesbaden

share
TEILEN

Zusammenfassung

Die digitale Transformation drängt Unternehmen dazu, zunehmend Technologien zu implementieren, um den Kundenanforderungen gerecht zu werden. Der Omni-Channel-Ansatz ist ein neuer Trend, der es z. B. von Händlern erfordert, die Kundenperspektive einzunehmen, um ein konsistentes Erlebnis für den Kunden über alle Kanäle und Berührungspunkte hinweg zu bieten. Obwohl diese Weiterentwicklung zwangsläufig IT für die Umsetzung erfordert, liegt der Schwerpunkt der bisherigen Forschung im Bereich Marketing. In diesem Artikel wird ein Entity-Relationship-Modell und ein Verknüpfungskonzept entwickelt, welches aus Sicht der Information Systems-Disziplin die Kommunikation zwischen Marketing und IT unterstützt.
Literatur
Zurück zum Zitat Atzori L, Iera A, Morabito G (2010) The Internet of things: a survey. Comput Netw 54:2787–2805 CrossRef Atzori L, Iera A, Morabito G (2010) The Internet of things: a survey. Comput Netw 54:2787–2805 CrossRef
Zurück zum Zitat Beck N, Rygl D (2015) Categorization of multiple channel retailing in multi-, cross-, and omni-channel retailing for retailers and retailing. J Retail Consum Serv 27:170–178 CrossRef Beck N, Rygl D (2015) Categorization of multiple channel retailing in multi-, cross-, and omni-channel retailing for retailers and retailing. J Retail Consum Serv 27:170–178 CrossRef
Zurück zum Zitat Berger PD, Bolton RN, Bowman D, Briggs E, Kumar V, Parasuraman A, Terry C (2002) Marketing actions and the value of customer assets. J Serv Res 5:39–54 CrossRef Berger PD, Bolton RN, Bowman D, Briggs E, Kumar V, Parasuraman A, Terry C (2002) Marketing actions and the value of customer assets. J Serv Res 5:39–54 CrossRef
Zurück zum Zitat Bitner MJ, Ostrom AL, Morgan FN (2008) Service blueprinting: a practical technique for service innovation. Calif Manag Rev 50:66–94 CrossRef Bitner MJ, Ostrom AL, Morgan FN (2008) Service blueprinting: a practical technique for service innovation. Calif Manag Rev 50:66–94 CrossRef
Zurück zum Zitat Cao L, Li L (2015) The impact of cross-channel integration on retailers’ sales. Growth J Retail 91:198–216 CrossRef Cao L, Li L (2015) The impact of cross-channel integration on retailers’ sales. Growth J Retail 91:198–216 CrossRef
Zurück zum Zitat Carbone LP, Haeckel SH (1994) Engineering customer experiences. J Mark Manag 3:18–19 Carbone LP, Haeckel SH (1994) Engineering customer experiences. J Mark Manag 3:18–19
Zurück zum Zitat Dhebar A (2013) Toward a compelling customer touchpoint architecture. Bus Horiz 56:199–205 CrossRef Dhebar A (2013) Toward a compelling customer touchpoint architecture. Bus Horiz 56:199–205 CrossRef
Zurück zum Zitat Dholakia UM, Kahn BE, Reeves R, Rindfleisch A, Stewart D, Taylor E (2010) Consumer behavior in a multichannel, multimedia retailing environment. J Interact Mark 24:86–95 CrossRef Dholakia UM, Kahn BE, Reeves R, Rindfleisch A, Stewart D, Taylor E (2010) Consumer behavior in a multichannel, multimedia retailing environment. J Interact Mark 24:86–95 CrossRef
Zurück zum Zitat Engel JE, Kollat D, Blackwell RD (1978) Consumer behavior. Dryden Press, New York Engel JE, Kollat D, Blackwell RD (1978) Consumer behavior. Dryden Press, New York
Zurück zum Zitat Grewal D, Levy M, Kumar V (2009) Customer experience management in retailing: an organizing framework. J Retail 85:1–14 CrossRef Grewal D, Levy M, Kumar V (2009) Customer experience management in retailing: an organizing framework. J Retail 85:1–14 CrossRef
Zurück zum Zitat Herhausen D, Binder J, Schoegel M, Herrmann A (2015) Integrating bricks with clicks: retailer-level and channel-level outcomes of online-offline channel integration. J Retail 91:309–325 CrossRef Herhausen D, Binder J, Schoegel M, Herrmann A (2015) Integrating bricks with clicks: retailer-level and channel-level outcomes of online-offline channel integration. J Retail 91:309–325 CrossRef
Zurück zum Zitat Hess T, Benlian A, Matt C, Wiesböck F (2016) Options for formulating a digital transformation strategy. MIS Q Exec 15:123–139 Hess T, Benlian A, Matt C, Wiesböck F (2016) Options for formulating a digital transformation strategy. MIS Q Exec 15:123–139
Zurück zum Zitat Hillebrand R, Finger L (2015) Einkaufen in der Zukunft: Wie die Digitalisierung den Handel verändert. In: Digitales Neuland. Springer Fachmedien Wiesbaden, Wiesbaden, S 89–101 Hillebrand R, Finger L (2015) Einkaufen in der Zukunft: Wie die Digitalisierung den Handel verändert. In: Digitales Neuland. Springer Fachmedien Wiesbaden, Wiesbaden, S 89–101
Zurück zum Zitat Homburg C, Jozić D, Kuehnl C (2017) Customer experience management: toward implementing an evolving marketing concept. J Acad Mark Sci 45:377–401 CrossRef Homburg C, Jozić D, Kuehnl C (2017) Customer experience management: toward implementing an evolving marketing concept. J Acad Mark Sci 45:377–401 CrossRef
Zurück zum Zitat Houy C, Fettke P, Loos P (2010) Empirical research in business process management – analysis of an emerging field of research. Bus Process Manag J 16:619–661 CrossRef Houy C, Fettke P, Loos P (2010) Empirical research in business process management – analysis of an emerging field of research. Bus Process Manag J 16:619–661 CrossRef
Zurück zum Zitat Howard J A, Sheth J.N (1969) The theory of buyer behavior. Wiley, New York Howard J A, Sheth J.N (1969) The theory of buyer behavior. Wiley, New York
Zurück zum Zitat Inman JJ, Nikolova H (2017) Shopper-facing retail technology: a retailer adoption decision framework incorporating shopper attitudes and privacy concerns. J Retail 93:7–28 CrossRef Inman JJ, Nikolova H (2017) Shopper-facing retail technology: a retailer adoption decision framework incorporating shopper attitudes and privacy concerns. J Retail 93:7–28 CrossRef
Zurück zum Zitat Jiang K, Xu L, Bao X (2015) The impact of channel integration on channel reciprocity in the multi-channel retailing context. In: International conference on industrial engineering and engineering management (IEEM). IEEE, S 1840–1844 Jiang K, Xu L, Bao X (2015) The impact of channel integration on channel reciprocity in the multi-channel retailing context. In: International conference on industrial engineering and engineering management (IEEM). IEEE, S 1840–1844
Zurück zum Zitat Kannan PK, Li H (2017) „Alice“: Digital marketing: A framework, review and research agenda. Int J Res Mark 34:22–45 CrossRef Kannan PK, Li H (2017) „Alice“: Digital marketing: A framework, review and research agenda. Int J Res Mark 34:22–45 CrossRef
Zurück zum Zitat Lemon KN, Verhoef PC (2016) Understanding customer experience throughout the customer journey. J Mark 80:69–96 CrossRef Lemon KN, Verhoef PC (2016) Understanding customer experience throughout the customer journey. J Mark 80:69–96 CrossRef
Zurück zum Zitat Magnini VP, Karande K (2011) Understanding consumer services buyers based upon their purchase channel. J Bus Res 64:543–550 CrossRef Magnini VP, Karande K (2011) Understanding consumer services buyers based upon their purchase channel. J Bus Res 64:543–550 CrossRef
Zurück zum Zitat Matook S, Brown SA (2016) Characteristics of IT artifacts: a systems thinking-based framework for delineating and theorizing IT artifacts. Inf Syst J 27:309–346 CrossRef Matook S, Brown SA (2016) Characteristics of IT artifacts: a systems thinking-based framework for delineating and theorizing IT artifacts. Inf Syst J 27:309–346 CrossRef
Zurück zum Zitat Meyer C, Schwager A (2007) Understanding customer experience. Harv Bus Rev 85:116–126 Meyer C, Schwager A (2007) Understanding customer experience. Harv Bus Rev 85:116–126
Zurück zum Zitat Neslin SA, Grewal D, Leghorn R, Shankar V, Teerling ML, Thomas JS, Verhoef PC (2006) Challenges and opportunities in multichannel customer management. J Serv Res 9:95–112 CrossRef Neslin SA, Grewal D, Leghorn R, Shankar V, Teerling ML, Thomas JS, Verhoef PC (2006) Challenges and opportunities in multichannel customer management. J Serv Res 9:95–112 CrossRef
Zurück zum Zitat Oh L, Teo H, Sambamurthy V (2012) The effects of retail channel integration through the use of information technologies on firm performance. J Oper Manag 30:368–381 CrossRef Oh L, Teo H, Sambamurthy V (2012) The effects of retail channel integration through the use of information technologies on firm performance. J Oper Manag 30:368–381 CrossRef
Zurück zum Zitat Patrício L, Fisk RP, Falcão e Cunha J, Constantine L (2011) Multilevel service design: from customer value constellation to service experience blueprinting. J Serv Res 14:180–200 CrossRef Patrício L, Fisk RP, Falcão e Cunha J, Constantine L (2011) Multilevel service design: from customer value constellation to service experience blueprinting. J Serv Res 14:180–200 CrossRef
Zurück zum Zitat Pine BJ, Gilmore JH (1999) The experience economy: work is theatre & every business a stage. Harvard Business School Press, Boston Pine BJ, Gilmore JH (1999) The experience economy: work is theatre & every business a stage. Harvard Business School Press, Boston
Zurück zum Zitat Puccinelli NM, Goodstein RC, Grewal D, Price R, Raghubir P, Stewart D (2009) Customer experience management in retailing: understanding the buying process. J Retail 85:S15–S30 CrossRef Puccinelli NM, Goodstein RC, Grewal D, Price R, Raghubir P, Stewart D (2009) Customer experience management in retailing: understanding the buying process. J Retail 85:S15–S30 CrossRef
Zurück zum Zitat Roy SK, Balaji MS, Sadeque S, Nguyen B, Melewar TC (2016) Constituents and consequences of smart customer experience in retailing. Technol Forecast Soc Change 124:257–270 CrossRef Roy SK, Balaji MS, Sadeque S, Nguyen B, Melewar TC (2016) Constituents and consequences of smart customer experience in retailing. Technol Forecast Soc Change 124:257–270 CrossRef
Zurück zum Zitat Saffer D (2009) Designing for interaction: creating innovative applications and devices. New Riders, San Francisco Saffer D (2009) Designing for interaction: creating innovative applications and devices. New Riders, San Francisco
Zurück zum Zitat Saghiri S, Wilding R, Mena C, Bourlakis M (2017) Toward a three-dimensional framework for omni-channel. J Bus Res 77:53–67 CrossRef Saghiri S, Wilding R, Mena C, Bourlakis M (2017) Toward a three-dimensional framework for omni-channel. J Bus Res 77:53–67 CrossRef
Zurück zum Zitat Straker K, Wrigley C, Rosemann M (2015) Typologies and touchpoints: designing multi-channel digital strategies. J Res Interact Mark 9:110–128 CrossRef Straker K, Wrigley C, Rosemann M (2015) Typologies and touchpoints: designing multi-channel digital strategies. J Res Interact Mark 9:110–128 CrossRef
Zurück zum Zitat Teixeira J, Patrício L, Nunes NJ, Nóbrega L, Fisk RP, Constantine L (2012) Customer experience modeling: from customer experience to service design. J Serv Manag 23:362–376 CrossRef Teixeira J, Patrício L, Nunes NJ, Nóbrega L, Fisk RP, Constantine L (2012) Customer experience modeling: from customer experience to service design. J Serv Manag 23:362–376 CrossRef
Zurück zum Zitat Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. J Mark 68:1–17 CrossRef Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. J Mark 68:1–17 CrossRef
Zurück zum Zitat Verhoef PC, Lemon KN, Parasuraman A, Roggeveen A, Tsiros M, Schlesinger LA (2009) Customer experience creation: determinants, dynamics and management strategies. J Retail 85:31–41 CrossRef Verhoef PC, Lemon KN, Parasuraman A, Roggeveen A, Tsiros M, Schlesinger LA (2009) Customer experience creation: determinants, dynamics and management strategies. J Retail 85:31–41 CrossRef
Zurück zum Zitat Verhoef PC, Kannan PK, Inman JJ (2015) From multi-channel retailing to omni-channel retailing. J Retail 91:174–181 CrossRef Verhoef PC, Kannan PK, Inman JJ (2015) From multi-channel retailing to omni-channel retailing. J Retail 91:174–181 CrossRef
Zurück zum Zitat Vossen G (2008) Datenmodelle, Datenbanksprachen Und Datenbankmanagementsysteme (German Edition). Oldenbourg Wissensch. Verlag, München Vossen G (2008) Datenmodelle, Datenbanksprachen Und Datenbankmanagementsysteme (German Edition). Oldenbourg Wissensch. Verlag, München
Zurück zum Zitat Webster J, Watson RT (2002) Analyzing the past to prepare for the future: writing a literature review. MIS Q 26:xiii–xxiii Webster J, Watson RT (2002) Analyzing the past to prepare for the future: writing a literature review. MIS Q 26:xiii–xxiii
Zurück zum Zitat Willems K, Smolders A, Brengman M, Luyten K, Schöning J (2016) The path-to-purchase is paved with digital opportunities: an inventory of shopper-oriented retail technologies. Technol Forecast Soc Change 124:228–242 CrossRef Willems K, Smolders A, Brengman M, Luyten K, Schöning J (2016) The path-to-purchase is paved with digital opportunities: an inventory of shopper-oriented retail technologies. Technol Forecast Soc Change 124:228–242 CrossRef
Zurück zum Zitat Wu I-L, Wu S-M (2015) A strategy-based model for implementing channel integration in e-commerce. Internet Res 25:239–261 CrossRef Wu I-L, Wu S-M (2015) A strategy-based model for implementing channel integration in e-commerce. Internet Res 25:239–261 CrossRef
Zurück zum Zitat Yan R, Wang J, Zhou B (2010) Channel integration and profit sharing in the dynamics of multi-channel firms. J Retail Consum Serv 17:430–440 CrossRef Yan R, Wang J, Zhou B (2010) Channel integration and profit sharing in the dynamics of multi-channel firms. J Retail Consum Serv 17:430–440 CrossRef
Zurück zum Zitat Zomerdijk LG, Voss CA (2010) Service design for experience-centric services. J Serv Res 13:67–82 CrossRef Zomerdijk LG, Voss CA (2010) Service design for experience-centric services. J Serv Res 13:67–82 CrossRef
Metadaten
Titel
Entwicklung eines Entity-Relationship-Modells und eines Verknüpfungskonzeptes – eine Betrachtung des Omni-Channel-Managements aus einer Information Systems-Perspektive
verfasst von
Markus Heuchert
Benjamin Barann
Ann-Kristin Cordes
Jörg Becker
Copyright-Jahr
2019
DOI
https://doi.org/10.1007/978-3-658-22542-1_4

Premium Partner