Customer Experience in the Context of Omnichannel Retailing Analysis of Marketing Instruments, Channel Integration and Customer Experience Dimensions during the Customer Journey

The research focus of Nils Fränzel is on customer behaviour in omnichannel retailing. He focuses on the multidimensionality of customer experience and the reciprocal interactions between different dimensions of customer experience. He also looks at the importance of channel specific marketing instruments and channel integration along the customer journey. Nils Fränzel's analysis contributes to the latest research in the field of customer experience in omnichannel retailing and shows the importance of the different stages of the customer journey. 

Introduction.- Study 1: How Online Trust and Online Brand Equity TranslateOnline- and Omnichannel-Specific Instruments into Repurchase Intention.- Study 2: Links and Effects of Channel Integration in the Pre-Purchase and Purchase Stages of Omnichannel Retailers.- Study 3: Reciprocal Effects of Cognitive, Affective and Social Customer Experience on Customer Loyalty and Word-of-Mouth in Omnichannel Retailing.- Study 4: Perceived Customer Experience in a Pre-purchase Stage and a Purchase Stage. Links, Effects and Moderations.- Final Remarks.- References.

Nils Fränzel worked at the Chair for Marketing and Retailing at the University of Trier, where he received his doctoral degree.