Comprendiendo la experiencia del cliente en la era de las compras omnicanal

Contenido principal del artículo

Ana Mosquera
http://orcid.org/0000-0003-3177-0211
Cristina Olarte Pascual
http://orcid.org/0000-0002-9853-0266
Emma Juaneda Ayensa
http://orcid.org/0000-0002-8580-8302

Resumen

La omnicanalidad es una de las revoluciones más importantes en los últimos años en el comercio minorista, afectando a una variedad de áreas como el marketing, el comercio, la comunicación o los sistemas de información. El marketing omnicanal hace referencia a la estrategia de marca que integra todos los canales disponibles para crear una experiencia de compra sin fisuras que aumenta la conveniencia y el compromiso del cliente durante el proceso de compra. El objetivo de este estudio es proporcionar una visión general del estado del arte de este fenómeno con una cuádruple contribución. Primero, reduce la confusión del término omnicanal, demarcando claramente los conceptos multi-, cross y omnicanalidad. Segundo, ofrece una visión general de la actual experiencia del consumidor en un entorno omnicanal. Tercero, se presentan nuevas líneas de investigación relacionadas con el marketing omnicanal. Finalmente, se discuten las implicaciones teóricas y de gestión de este tema de actualidad.

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Detalles del artículo

Cómo citar
Mosquera, Ana, Cristina Olarte Pascual, y Emma Juaneda Ayensa. 2017. «Comprendiendo La Experiencia Del Cliente En La Era De Las Compras Omnicanal». Revista ICONO 14. Revista científica De Comunicación Y Tecnologías Emergentes 15 (2):92-114. https://doi.org/10.7195/ri14.v15i2.1070.
Sección
MONOGRÁFICO
Biografía del autor/a

Ana Mosquera, Universidad de La Rioja

Departamento de Economía y Empresa. Investigadora predoctoral en la Universidad de La Rioja.

Cristina Olarte Pascual, Universidad de La Rioja

Departamento de Economía y Empresa. Profesora titular en la Universidad de La Rioja.

Emma Juaneda Ayensa, Universidad de La Rioja

Departamento de Economía y Empresa. Profesora en la Universidad de La Rioja.

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