This article aims to analyse and offer managerial guidance about the processes of planning, implementation and control of a multichannel strategy within the framework of Multichannel Customer Management Decision (MCMD). To achieve this objective, firstly we justify the growing adoption of a...

The application of perceived service quality to marketing segmentation makes a significant contribution to customer quality expectations by enabling more efficient segmentation. By means of an empirical analysis, the present work firstly contrasts the validity of perceived service quality...