The actual omnichannel customer uses indifferently both online and offline channels to express himself through consumption, which increasingly blends personal, cultural and social dimensions. In this perspective social media and social networks are able to assist e-retailers in their effort of creating a total e-customer experience, especially in the tourism industry, trying to satisfy their clients from the relational and commercial point of view. By means of an empirical analysis where managers were interviewed on the topic and its degree of application in the firms, the paper underlines how from the managerial point of view, that represents a new prospect on the topic, the expected shift from e-commerce to social commerce paradigm, facilitating the selling and buying of products and services by using various internet features, is nowadays not completely understood and realized.

Cuomo, M., Ceruti, F., Mazzucchelli, A., Giordano, A., Tortora, D. (2018). A managerial perspective on omnichannel e-customer. ESPERIENZE D'IMPRESA, 1, 5-17.

A managerial perspective on omnichannel e-customer

Cuomo, MT;Ceruti, F;Mazzucchelli, A;Tortora, D
2018

Abstract

The actual omnichannel customer uses indifferently both online and offline channels to express himself through consumption, which increasingly blends personal, cultural and social dimensions. In this perspective social media and social networks are able to assist e-retailers in their effort of creating a total e-customer experience, especially in the tourism industry, trying to satisfy their clients from the relational and commercial point of view. By means of an empirical analysis where managers were interviewed on the topic and its degree of application in the firms, the paper underlines how from the managerial point of view, that represents a new prospect on the topic, the expected shift from e-commerce to social commerce paradigm, facilitating the selling and buying of products and services by using various internet features, is nowadays not completely understood and realized.
Articolo in rivista - Articolo scientifico
social, e-retailer, omnichannel, tourism
English
2018
1
5
17
none
Cuomo, M., Ceruti, F., Mazzucchelli, A., Giordano, A., Tortora, D. (2018). A managerial perspective on omnichannel e-customer. ESPERIENZE D'IMPRESA, 1, 5-17.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/256749
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