Omnicanalité et réclamation client
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auteurs
mots-clés
- Customer claims
- Omnichannel
- Justice theory
- Réclamation client
- Multicanal
- Omnicanal
- Théorie de la justice
type de document
COMMrésumé
In a context where more and more companies are becoming omnichannel, the themes relating to channel integration are paramount. Integration can concern marketing policies, logistics, customer information processing or customer relations. At the same time, the handling of customer complaints is increasingly perceived as strategic by companies who see the opportunity to improve their products or processes. The objective of this research is to provide a framework for the study of customer complaint management in omnichannel systems.