THE IMPACT OF A MULTICHANNEL STRATEGY ON CUSTOMER SATISFACTION

Abstract

with the emergence of internet, it became an important tool that its users use for multiple functions in a daily basis. So, to increase their profit, companies started to use the internet to promote for the products and services using the different available digital channels to create an easy access. As a result, it gave birth to the multichannel shopper, who uses the digital channels in addition to the traditional channels to satisfy his needs. The aim of this study is to understand how these multichannel consumers use different channels to satisfy their needs, and does it really help to increase customer satisfaction.