Affiliation:
1. Business Department, Faculty of Economics and Business Administration, Vilnius University,
Saulėtekio al. 9, 10222, Vilnius, Lithuania
Abstract
Transformation from electronic commerce business model to social commerce
business model empowered manufacturers of niche products to start retail businesses which are
operating solely online. The selection of an online sales approach is a part of the online sales
process which determines how end customers will be reached. Moreover, the online sales approach
determines performance outcome, hence, this selection should be done after meticulous evaluation.
This research, after a systematic comparative analysis of the academic literature, explores the
omnichannel online sales approach and its relationship with performance outcome in the case of
niche products and proposes a theoretical framework for the evaluation of this relationship.
The theoretical framework includes financial and qualitative (customer satisfaction and customer
loyalty) criteria which allow to evaluate performance outcome created by the omnichannel online
sales approach in a holistic way. The performance outcome evaluation results can be used in the
decision-making process when deciding whether the chosen omnichannel online sales approach meets
the expectations of a business and its customers.
Cited by
1 articles.
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