Challenges and Opportunities in Multichannel Customer Management

Neslin, Scott A.; Grewal, Dhruv; Leghorn, Robert; Shankar, Venkatesh; Teerling, M.L.; Thomas, Jacquelyn S.; Verhoef, Peter C.

doi:10.1177/1094670506293559

Cited by 887 publications

(724 citation statements)

References 47 publications

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“…However, the main purpose of retailing is sell something and, thus, the evaluation of different channels is based on the economic contribution of the channels (see e.g. Deleersnyder et al 2002, Neslin et al 2006. Therefore, the underlying assumptions within this approach as a whole were not suited to the purposes of this study.…”

Section: Other Literature Streamsmentioning

confidence: 91%

“…a multichannel environment) is a necessity for companies in most industries (Parvatiyar & Sheth 2001). Additionally, this has also challenged companies to manage this multichannel environment effectively (Neslin et al 2006, Payne & Frow 2004.…”

Section: Multichannel Environmentmentioning

confidence: 99%

“…In CRM, the multichannel environment aims to establish an integrated and single understanding of the customer regardless of the communication channel the customers use (Park & Kim 2003, Payne & Frow 2005, Neslin et al 2006. This enables for the companies to ensure that the customer experience is shared across all channels (Reinartz et al 2004, Weinberg et al 2007.…”

Section: Multichannel Environmentmentioning

confidence: 99%

“…As mentioned, companies need to manage and coordinate their interaction with customers across different channels (Thomas & Sullivan 2005, Payne & Frow 2005, Neslin et al 2006. Therefore, the next section addresses the multichannel environment through which the company and customers interact with each other.…”

Section: Crm As a Processmentioning

confidence: 99%

“…Within interaction management, it is of critical importance that interactions are consistent experiences for customers regardless of the channel and the personnel the customer interacts with in the company (Payne & Frow 2005, Neslin et al 2006. This demands improving and coordinating information across time and contact channels to manage the customer relationships systematically (Reinartz et al 2004, Thomas & Sullivan 2005, Richards & Jones 2008.…”

Section: Crm As a Processmentioning

confidence: 99%

See 4 more Smart Citations

Mobile Customer Relationship Management: a communication perspective

Sinisalo

Karjaluoto

2007

IJECRM

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This study examines communication through the mobile medium in customer relationship management (hereafter mCRM). Although the academic research on mCRM is gradually evolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose of this study is to begin to fill this gap by enhancing the theoretical and practical understanding of mCRM.The empirical part of the study is conducted as a qualitative case study. Seven Finnish companies utilizing the mobile medium as a communication channel in CRM were selected for the empirical analysis. Interviews, observations and personal experiences gained within those companies form the main sources of data.The main theoretical contributions of the present study to existing academic literature are as follows. First, the study proposes the conceptualization of the focal phenomenon of the study, mCRM, and further elicits the salient characteristics of it. Second, following the conceptualization, the study focuses on communication as the core of the interaction between the company and the customer via the mobile medium. Accordingly, the study sheds light on the key elements of the communication process within mCRM and its various phases. Third, the study founds a theoretical framework for mCRM; identifying the customer relationship management, mobile commerce and communication literature streams that define mCRM theoretically. Fourth, the study elaborates on the specific role of the mobile medium as a channel within CRM and highlights the ways in which it differs from all other channels within the multichannel CRM environment.Although mCRM communication has an inherent potential to benefit both company and customer, it has been utilized quite cautiously to date. This is rather surprising given that, compared to other channels, the mobile medium has an exceptional ability to reach people. In addition, greater utilization of the mobile medium could save time and money. This is because many face-to-face encounters could easily be replaced by communication through the mobile medium. The study offers guidelines on aspects ranging from the initiation of mCRM to actual communication through mCRM. Hopefully, the findings of this study will encourage managers, regardless of industry, to consider whether their company could provide added-value of any kind through the use of the mobile medium to benefit their customer relationships.

show abstract

Section: Other Literature Streamsmentioning

confidence: 91%

Section: Multichannel Environmentmentioning

confidence: 99%

Section: Multichannel Environmentmentioning

confidence: 99%

Section: Crm As a Processmentioning

confidence: 99%

Section: Crm As a Processmentioning

confidence: 99%

See 3 more Smart Citations

Mobile Customer Relationship Management: a communication perspective

Sinisalo

Karjaluoto

2007

IJECRM

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Exploring the social influence of multichannel access in an online health community

Luo

Chen

et al. 2017

Asso for Info Science & Tech

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Social influence has a great impact on human behavior, which has been widely investigated in various research fields. Even so, it has rarely been investigated in the online health community. In this paper, we focus on the multichannel access in online health communities, defining social influence as the average degree of multichannel access to a physician's colleagues. Based on the multinomial logistic regression model, we examined the direct effects of social influence and patients' rating to multichannel access. In addition, we explored the moderating effect of social influence on the relationship between patients' rating and multichannel access in online health communities. The results of the experiment and robustness testing support the propositions that social influence and patients' rating significantly and positively affect multichannel access in an online health community. The moderating effect of social influence is negative and significantly influences the accessible channels provided by the focal physician. This research contributes to the literature concerning online health communities, social influence, and multichannel access; it also has practical implications.

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Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch

Flavián

Gurrea

Orús

2016

J of Consumer Behaviour

214

271

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The webrooming purchase process (i.e. searching for information online and then buying the product offline) is the most extended crosschannel shopping behaviour. With the aim of offering a better understanding of this behaviour, this research relies on information processing and uncertainty reduction theories to propose that consumers use the online information to make the offline purchase with a higher degree of confidence. We examine the effects of a previous online interaction with a product on the preferences and decision at the physical store, as well as on the outcomes of the experience. In this path to purchase, we analyse how positive online customer reviews, as a specific form of electronic word of mouth, help the consumer to improve their experience, given their great potential to reduce the consumer's uncertainty in a purchase situation. In addition, the role of the motivation to touch the product is examined. The results of two studies show that the combination of an online search and an offline purchase improves the consumers' purchase experience in pre-choice variables (i.e. purchase intentions), choice and post-choice variables (i.e. search-process satisfaction and choice confidence). Moreover, reading a positive online customer review influences choice confidence, and all the variables considered in the research when it is received at the physical store. Finally, the results stress the importance of the motivation to touch when studying multichannel shopping behaviour, given its direct and moderating effects on the webrooming purchase process. Implications for theory and practice are discussed.

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Challenges and Opportunities in Multichannel Customer Management

Cited by 887 publications

References 47 publications

Mobile Customer Relationship Management: a communication perspective

Mobile Customer Relationship Management: a communication perspective

Exploring the social influence of multichannel access in an online health community

Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch

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