University of St.Gallen
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Steering customers to the online channel: The influence of personal relationships, learning investments, and attitude toward the firm

Dennis Herhausen, Marcus Schögel & Matthias Schulten

abstract Understanding the consequences of customer steering is a key challenge of multichannel customer management. Although many firms are faced with the question whether customers should be steered to the online channel to realize the potential benefits of this channel, little is known about the circumstances under which customers will be unreceptive to the online channel and displeased if they are steered. This research addresses this critical gap and examines the impact of customer steering with assortment modifications on customers' online migration decisions and overall satisfaction in three experimental studies. The results highlight the importance of three contingency factors: personal relationships in the current channel, learning investments into the online channel and attitude toward the steering firm.
   
type journal paper
   
keywords Customer steering; Channel migration; Multichannel customer management
   
language English
kind of paper journal article
date of appearance 5-2012
journal Journal of Retailing and Consumer Services
publisher Elsevier Science (Amsterdam)
ISSN 0969-6989
ISSN (online) 1873-1384
DOI 10.1016/j.jretconser.2012.03.012
volume of journal 19
number of issue 3
page(s) 368-379
review double-blind review
   
citation Herhausen, D., Schögel, M., & Schulten, M. (2012). Steering customers to the online channel: The influence of personal relationships, learning investments, and attitude toward the firm. Journal of Retailing and Consumer Services, 19(3), 368-379, DOI:10.1016/j.jretconser.2012.03.012.