Today most firms employ online and offline distribution channels. Customers combine both
channels for information search and purchase. However researchers and practitioners are still
lacking insight concerning the creation of additional customer value in terms of a seamless
purchase experience by combining the online and offline channels. Also it is unclear if these
channel integration activities can actually help multichannel firms obtain a strategic
advantage over their online pureplay competitors. Jochen Binder investigates how why and to
what extent an integrated online channel increases customer value and leads to higher
willingness to pay customer loyalty and purchase intention in a firm's online and offline
stores.
