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Customer Migration: An Empirical Investigation across Multiple Channels


  • Sullivan, Ursula Y.

    (U of Illinois at Urbana-Champaign)

  • Thomas, Jacquelyn S.

    (Northwestern U)


Recent 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.

Suggested Citation

  • Sullivan, Ursula Y. & Thomas, Jacquelyn S., 2004. "Customer Migration: An Empirical Investigation across Multiple Channels," Working Papers 04-0112, University of Illinois at Urbana-Champaign, College of Business.
  • Handle: RePEc:ecl:illbus:04-0112

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    References listed on IDEAS

    1. Berger, Paul D. & Bechwati, Nada Nasr, 2001. "The allocation of promotion budget to maximize customer equity," Omega, Elsevier, vol. 29(1), pages 49-61, February.
    2. Ganesh Iyer & Amit Pazgal, 2003. "Internet Shopping Agents: Virtual Co-Location and Competition," Marketing Science, INFORMS, vol. 22(1), pages 85-106, November.
    3. William Boulding & Ajay Kalra & Richard Staelin, 1999. "The Quality Double Whammy," Marketing Science, INFORMS, vol. 18(4), pages 463-484.
    4. Erik Brynjolfsson & Michael D. Smith, 2000. "Frictionless Commerce? A Comparison of Internet and Conventional Retailers," Management Science, INFORMS, vol. 46(4), pages 563-585, April.
    5. David R. Bell & James M. Lattin, 1998. "Shopping Behavior and Consumer Preference for Store Price Format: Why “Large Basket” Shoppers Prefer EDLP," Marketing Science, INFORMS, pages 66-88.
    6. Ruth N. Bolton, 1998. "A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction," Marketing Science, INFORMS, pages 45-65.
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