Essays on multichannel customer management

U. Konus

Research output: ThesisPhd Thesis 4 Research NOT TU/e / Graduation NOT TU/e)

Abstract

The main goal of this dissertation is to gain a greater understanding of multichannel customer behavior and how firms can manage their multichannel marketing activities. The first study reveals that three customer segments can be identified based on their orientation towards using multiple channels for search and purchase: Multichannel Enthusiasts, Store-Focused Customers and Uninvolved Shoppers. The results show that psychographic covariates such as: shopping enjoyment, brand loyalty and innovativeness are important predictors of multi-channel segment membership. The second study on forced channel migration reveals that forcing customers into another channel leads to customer reactance, which negatively affects satisfaction. This study shows that an incentive-based, reinforced channel migration strategy can alleviate the negative consequences of forced migration. Finally, the third study focuses on the consequences of channel elimination and reveals that the elimination of a print catalog decreases the purchase probability in both the telephone and the online purchase channels. As a management strategy e-mail marketing communications could help offset the negative effects of eliminating the print catalog on purchase probability.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • University of Groningen
Supervisors/Advisors
  • Verhoef, P.C., Promotor, External person
Award date24 Jun 2010
Place of PublicationGroningen
Publisher
Print ISBNs978-90-367-4364-8
Publication statusPublished - 2010

Fingerprint

Purchase
Customer management
Shopping
Customer behavior
Management strategy
Predictors
Multichannel marketing
Incentives
Marketing communications
Psychographics
Telephone
Innovativeness
Electronic mail
Brand loyalty
Covariates
Enjoyment
Multiple channels
Marketing activities

Cite this

Konus, U. (2010). Essays on multichannel customer management. Groningen: Rijksuniversiteit Groningen.
Konus, U.. / Essays on multichannel customer management. Groningen : Rijksuniversiteit Groningen, 2010. 150 p.
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author = "U. Konus",
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Konus, U 2010, 'Essays on multichannel customer management', Doctor of Philosophy, University of Groningen, Groningen.

Essays on multichannel customer management. / Konus, U.

Groningen : Rijksuniversiteit Groningen, 2010. 150 p.

Research output: ThesisPhd Thesis 4 Research NOT TU/e / Graduation NOT TU/e)

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Konus U. Essays on multichannel customer management. Groningen: Rijksuniversiteit Groningen, 2010. 150 p.