Evaluating channel performance in multi-channel environments

Gensler,Sonja S.,Dekimpe,Marnik G. M.G.,Skiera,Bernd B.,


Abstract
Evaluating channel performance is crucial for actively managing multiple sales channels, and requires understanding the customers' channel preferences. Two key components of channel performance are (i) the existing customers' intrinsic loyalty to a particular channel and (ii) the channel's ability to attract switching customers. We apply the Colombo and Morrison (Colombo, R., Morrison, D., 1989. A brand switching model with implications for marketing strategies. Marketing Science 8, 89-99) model to assess channel performance along these dimensions. Using data from a large home-shopping company, we analyze the evolution in the performance of its main channels over time, and test for differences in channel performance among different product categories offered by the company, as well as between different customer segments. Based on the results, we derive implications for managers to operate a company's multiple sales channels more effectively. © 2006 Elsevier Ltd. All rights reserved.



Publication type
Article in Journal

Peer reviewed
Yes

Publication status
Published

Year
2007

Journal
Journal of Retailing and Consumer Services

Volume
14

Issue
1

Start page
23

Pages range
17-23

Language
English

ISSN
09696989

DOI

Affiliation
Johann Wolfgang Goethe Universitat Frankfurt am Main,Tilburg University,Katholieke Universiteit Leuven