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Channel Power in Multi-Channel Environments

Author

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  • Dekimpe, M.G.
  • Skiera, B.

Abstract

In the literature, little attention has been paid to instances where companies add an Internet channel to their direct channel portfolio. However, actively managing multiple sales channels requires knowing the customers’ channel preferences and the resulting channel power. Two key components of channel power are (i) the existing customers’ intrinsic loyalty to a channel, and (ii) the channel’s ability to attract new customers. We apply the Colombo and Morrison (1989) model to analyze the channel loyalty and conquesting power of two direct channels operated by a given firm. In addition, we analyze the evolution over time in each channel’s power, and test for differences in channel power among different product categories offered by the firm, and among different customer segments.

Suggested Citation

  • Dekimpe, M.G. & Skiera, B., 2004. "Channel Power in Multi-Channel Environments," ERIM Report Series Research in Management ERS-2004-041-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:1334
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    Citations

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    Cited by:

    1. Gensler, Sonja & Leeflang, Peter & Skiera, Bernd, 2013. "Comparing methods to separate treatment from self-selection effects in an online banking setting," Journal of Business Research, Elsevier, vol. 66(9), pages 1272-1278.
    2. Bèzes, Christophe, 2014. "Definition and psychometric validation of a measurement index common to website and store images," Journal of Business Research, Elsevier, vol. 67(12), pages 2559-2578.

    More about this item

    Keywords

    Colombo-Morrison model; channel loyalty; channel power; conquesting power; internet marketing;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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