Bütüncül Kanal Yönetimi Açısından Müşteri Deneyiminin Değerlendirilmesi: Bir Literatür Analizi

Tüketici istek ve ihtiyaçlarının teknolojideki gelişmelerle değişime uğraması sonucunda işletmelerin bu değişimlere uyum sağlayabilmek amacı ile dinamik olmaları gerekmektedir.İşletmeler, bahsi geçen değişimleri odak noktalarına alarak süreçlerini yaşanan yeniliklere göre uyarlamaları sonucunda sunulan tüm ürün ve hizmetlerin ulaşılabilir olması ile kesintisiz hizmet vererek rekabet avantajı yaratmayı amaçlamaktadır.Tüm bu değişimlerin sonucunda bütüncül kanal yönetimi ortaya çıkmıştır. Bu çalışmanın başlıca amacı işletmelerin dağıtım kanallarında benimsedikleri bütüncül kanal uygulamalarının önemi ile müşteri deneyimine etkilerini literatür kapsamında ve işletmelerin pazarlama faaliyetleri çerçevesinde ele almaktır. Çalışma temel olarak literatür taraması ile bütüncül kanal yönetiminin nasıl kullanıldığı bilgisine değinilmesi sonucu bütüncül kanal deneyiminin önemini ortaya çıkarmayı hedeflemektedir.

Evaluation Of Customer Experience In Terms Of Omni Channel Management: A Literature Analysis

As consumer demands and needs change with the developments in technology, businesses need to be dynamic in order to adapt to these changes. Businesses aim to create a competitive advantage by providing uninterrupted service with the accessibility of all the products and services offered as a result of adapting their processes according to the innovations by taking the aforementioned changes into focus. As a result of all these developments, omni-channel management has emerged. The main purpose of this study is to discuss the importance of omni-channel practices adopted by businesses in their distribution channels, their effects on customer experience within the scope of literature and within the framework of marketing activities of businesses. The study basically aims to reveal the importance of the omni-channel experience as a result of the literature review and the knowledge of how omni-channel management is used.

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