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  4. The Impact of Steering Measures on Customer Channel Migration and Customer Satisfaction
 
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The Impact of Steering Measures on Customer Channel Migration and Customer Satisfaction

Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
9781615671434
Type
conference paper
Date Issued
2009-02-20
Author(s)
Herhausen, Dennis  
Schulten, Matthias
Schögel, Marcus  
Editor(s)
Reynolds, K.
Abstract
Multichannel distribution is now rather the rule than the exception. Different channels may enable customers to match their needs with a specific channel type, increase customer satisfaction and lead to higher turnovers. Numerous authors argue that the value creation contribution of the multichannel system could be enhanced when companies actively steer their customers into the most effective channel. This paper examines the success of different steering measures on channel behavior and satisfaction with an experimental investigation. The results suggest that the intention to use the target channel can be increased by an application of measures regarding the recent (push measures) and the desired (pull measures) channel, with a higher impact of the latter. Additionally, pull measures have a positive impact on customers' satisfaction with a company, whereas push measures do not affect customer's judgment. Furthermore, we found support for an oversteering effect where additional measures become counterproductive.
Language
English
Keywords
Multichannel
Customer Steering
Channel Migration
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
AMA Winter Educators Conference 2009: Marketing Theory and Applications
Publisher
American Marketing Association
Volume
Volume 20
Start page
457
End page
458
Pages
2
Event Title
American Marketing Association Winter Educator's Conference 2009
Event Location
Tampa, USA
Event Date
20.-23.02.2009
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/76392
Subject(s)

business studies

Division(s)

IMC – Institute for M...

Eprints ID
51050
File(s)
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Thumbnail Image

open.access

Name

AMA 2009 - Customer Steering.pdf

Size

54.09 KB

Format

Adobe PDF

Checksum (MD5)

402e537b23cdab89b6c48e67be4830a8

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