 Steering customers to the online channel: The influence of personal relationships, learning investments, and attitude toward the firmDennis Herhausen, Schögel, Marcus and Matthias Schulten Journal of Retailing and Consumer Services, 2012, vol. 19, issue 3, 368-379 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. Keywords: Customer steering; Channel migration; Multichannel customer management (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:3:p:368-379 DOI: 10.1016/j.jretconser.2012.03.012 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.