IDEAS home Printed from https://ideas.repec.org/p/ecl/illbus/04-0112.html
   My bibliography  Save this paper

Customer Migration: An Empirical Investigation across Multiple Channels

Author

Listed:
  • Sullivan, Ursula Y.

    (U of Illinois at Urbana-Champaign)

  • Thomas, Jacquelyn S.

    (Northwestern U)

Abstract

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
    as

    Download full text from publisher

    File URL: http://www.business.illinois.edu/Working_Papers/papers/04-0112.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    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. 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.
    4. William Boulding & Ajay Kalra & Richard Staelin, 1999. "The Quality Double Whammy," Marketing Science, INFORMS, vol. 18(4), pages 463-484.
    5. 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, vol. 17(1), pages 45-65.
    6. 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, vol. 17(1), pages 66-88.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. repec:eee:ijrema:v:27:y:2010:i:2:p:142-150 is not listed on IDEAS
    2. repec:eee:joinma:v:24:y:2010:i:2:p:86-95 is not listed on IDEAS
    3. repec:eee:joreco:v:29:y:2016:i:c:p:70-81 is not listed on IDEAS
    4. repec:eee:joreco:v:16:y:2009:i:3:p:163-173 is not listed on IDEAS

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ecl:illbus:04-0112. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (). General contact details of provider: http://edirc.repec.org/data/cbuiuus.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.