Customer Migration: An Empirical Investigation across Multiple Channels
AbstractRecent industry studies suggest that customers routinely use multiple channels of the same retailer to make their purchases. However, most studies about the drivers of customer profitability only focus on customer behavior in a single channel. This research investigates customer channel migration and the outcome of channel migration on the drivers of customer profitability. We find that all single-channel buyers and all multi-channel buyers are not alike. In addition, we discuss how forecasts of customer migration patterns can impact channel equity, channel expansion decisions, and promotion and product strategies.
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Bibliographic InfoPaper provided by University of Illinois at Urbana-Champaign, College of Business in its series Working Papers with number 04-0112.
Date of creation: 2004
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Web page: http://www.business.uiuc.edu/Working_Papers/Main.asp
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