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"Customer Migration: An Empirical Investigation Across Multiple Channels"

Ursula Y. Sullivan and Jacquelyn S. Thomas

 

First Author :

Ursula Y. Sullivan
Business Administration
University of Illinois at Urbana-Champaign
1206 S. Sixth Street, 350 Wohlers Hall, M/C 706
Champaign, IL 61820
USA

(217) 333-1026

uyas@uiuc.edu

http://www.business.uiuc.edu/faculty/sullivan.html


Second Author :

Jacquelyn S. Thomas
Integrated Marketing Communications
Northwestern University
McCormick Tribune Center
1870 Campus Drive
Evanston, IL 60208
USA

(847) 491-2196
(847) 491-5925 (Fax)

jakki@northwestern.edu

 
 
Abstract :
 
Recent industry studies suggest that customers routinely use multiple channels of the same retailer to make their purchases. However, most studies about the drivers of customer profitability only focus on customer behavior in a single channel. This research investigates customer channel migration and the outcome of channel migration on the drivers of customer profitability. We find that all single-channel buyers and all multi-channel buyers are not alike. In addition, we discuss how forecasts of customer migration patterns can impact channel equity, channel expansion decisions, and promotion and product strategies.
 
 
Footnotes & Acknowledgements :
 
The authors would like to thank Professors Doug Bowman and Frank Mulhern for their helpful comments regarding this manuscript.
 
 
Manuscript Received : 2004
Manuscript Published : 2004
 
 
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