Selected problems of logistics customer service in the context of the development of omni-channel trade

• Autorzy: Strojny S.

Identyfikatory

DOI

10.21008/j.2083-4950.2017.7.4.5

• Języki publikacji: EN

Abstrakty

EN

The author has made a multidimensional review of the determinants of retail business strategies in the context of the development of the omni-channel trade concept. The development of ICT and innovation in new omni-channel sales, affect the changes in customer acquisition processes. A customer-oriented trading company must take these changes into account in its customer service strategy and effectively meet new customer needs resulting from these changes. The article concludes with identifying new logistical customer service challenges and proposing operational actions needed to meet these challenges. The development of the omni-channel concept implies the simultaneous use of traditional channels and online channels in sales strategies. In addition, the company uses modern forms of promotion based on electronic channels and social media. These conditions necessitate a change in the architecture of the business enterprise's processes.

Słowa kluczowe

EN

trading company; wholesale trade; multichannel trade; multichannel sale; omnichannel sale

• Wydawca: Publishing House of Poznan University of Technology
• Czasopismo: Research in Logistics & Production
• Rocznik: 2017
• Tom: Vol. 7, No. 4
• Strony: 327--336
• Opis fizyczny: Bibliogr. 10 poz., fig., tab.

Twórcy

autor

Strojny S.

• Poznan School of Logistics, Poznan, Estkowskiego 5, Poland

Bibliografia

• 1. Dobrzyński D.M. (2007), Strategie obsługi klienta w zarządzaniu łańcuchem dostaw, Wydawnictwo Politechniki Białostockiej, Białystok.
• 2. Fost M. (2014), E-Commerce Strategien für produziende Unternehmen, Springer, Wiesbaden.
• 3. Heinemann G. (2013), No-Line-Handel, Springer Gabler, Wiesbaden.
• 4. Homburg C. & Krohmer H. (2006), Marketingmanagement, Gabler Verlag, Wiesbaden.
• 5. Kempny D. (2001), Logistyczna obsługa klienta, PWE Warszawa.
• 6. Scheffler R., Glass S. & Schmidt U. (2014), Authenticity and advantage in an omnichannel world, IBM UK Ltd.
• 7. Strojny Sz. (2008), Przesłanki standaryzacji interpersonalnej obsługi klienta, LogForum, No. 1.
• 8. Strojny Sz. (2012), Koncepcja zintegrowanej obsługi klienta - ujęcie procesowe, Logisty, No. 6.
• 9. Strojny Sz. & Chromińska M. (2016), Processes of concentration of wholesale trade in Poland in the light of empirical research, LogForum No. 12 (3).
• 10. Wirtz B.W. (2013), Multi-Channel-Marketing, Springer Gabler, Wiesbaden.

Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017).