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2016 | nr 1 | 71--82

Article title

Omnikanałowość – czy rynek zweryfikuje koncepcję teoretyczną?

Content

Title variants

EN
Omnichanneling – will the market verify the theoretical concept?

Languages of publication

PL

Abstracts

PL
Artykuł dotyczy omnikanałowości – najwyższego obecnie zdefiniowanego etapu strategii dystrybucji. Celem artykułu jest próba odpowiedzi na pytanie o możliwość zrealizowania w praktyce założeń takiej strategii dystrybucji. Koncentrując się na rynku usług, autorzy wskazali istotę omnikanałowości, zwrócili również uwagę na problem ograniczania konsumentom dostępu do kanałów w zależności od etapu procesu zakupowego oraz wynikające z tego zmiany w zachowaniu klientów. W ostatniej części artykułu wskazano przejawy rozbieżności pomiędzy teoretycznymi podstawami koncepcji omnikanałowościa praktyką rynkową.
EN
The article concerns omnichanneling – the highest stage of distribution strategy, defined so far. This article attempts to answer the question about ability to realize in practice the assumptions of such a strategy. Focusing on the services market, the authors pointed out the essence of omnichanneling, they also drew attention to the problem of limiting consumer access to channels, depending on the stage of the purchasing process and the resulting changes in customer behavior. In the last part of the article symptoms of divergence between the theoretical foundations of the concept of omnichanneling and market practice were shown.

Year

Volume

Pages

71--82

Physical description

Bibliogr. 29 poz.

Contributors

author
  • Uniwersytet Marii Curie-Skłodowskiej w Lublinie, Wydział Ekonomiczny Instytut Zarządzania
author
  • Uniwersytet Marii Curie-Skłodowskiej w Lublinie, Wydział Ekonomiczny Instytut Zarządzania

References

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Notes

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę.
Rekord pochodzi z bazy danych BazTech.

Document Type

Publication order reference

Identifiers

YADDA identifier

bwmeta1.element.baztech-3a8fcbb2-2ad7-4539-8a3a-9df105bd524a
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