Managing Strategy Offline Sales Channels in The Digital Era for the Courier Industry

Iwan Gunawan (), Ratih Hurriyati and Mokh. Adib Sultan
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Iwan Gunawan: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Mokh. Adib Sultan: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 719-724 from Springer

Abstract: Abstract This study aims to identify opportunities for improving offline channel conflict resolution and formulate strategies for the development of channel management in offline retail courier businesses and find gaps for each variable to be improved. The primary data used in this research were collected through questionnaires distributed to courier agents, with a sample of 141 respondents representing courier agent managers across Indonesia. The data was processed using path analysis. When online platforms dominate the business landscape, offline sales channels still play a crucial role. These sales channels have undergone remodeling with the concept of collaboration involving partnerships with companies and individuals in the community to enhance service reach and become more agile. In managing offline sales channels, there are challenges in business development and operations, requiring a win-win strategy between operators and channel partners. The results of the study showed that channel operation system and channel intermediary relations had a positive and significant influence on Channel Performance. The findings from the data analysis can be used as a basis for managing offline courier retail channels.

Keywords: Channel Intermediary; Channel Management; Operation System (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_94

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