The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Free riding and customer retention across retailers’ channels
Abstract
When consumers employ more than one channel within a single transaction, they can obtain services from one retailer and place their business with another, hence they can engage in free riding. Conversely, customers may be inclined to stay with the same retailer, even when they switch channels. We used empirical data to determine the magnitude of both effects in two directions: from online shops to traditional retail stores and vice versa. We found that over 20% of consumers are free riders, and that retailers retain substantially fewer customers in both directions. To explain the variance within the free-riding rate and the customer-retention rate, we investigated the influence of selected product characteristics (search characteristics, speed of technological change, and purchase frequency) on cross-channel consumer behavior. Managerial recommendations based on the magnitude of the effects concern channel management and the relationship between retailers and manufacturers.
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Cites
Exploring the implications of the Internet for consumer marketing
Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997) · Journal of the Academy of Marketing Science · doi:10.1177/0092070397254005 · Cited by 1,373
Cited by
Huang, P., Lurie, N. H., & Mitra, S. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.2.55 · Cited by 760
Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2018.02.002 · Cited by 370
In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions
Ascarza, E., Neslin, S. A., Netzer, O., Anderson, Z., Fader, P. S., Gupta, S., Hardie, B. G. S., Lemmens, A., Libai, B., Neal, D., et al. (2018) · Customer Needs and Solutions · doi:10.1007/s40547-017-0080-0 · Cited by 190
CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions
Verhoef, P. C., Venkatesan, R., McAlister, L., Malthouse, E. C., Krafft, M., & Ganesan, S. (2010) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2010.02.009 · Cited by 160
Mau, S., Cvijikj, I. P., & Wagner, J. (2015) · Zeitschrift für die gesamte Versicherungswissenschaft · doi:10.1007/s12297-015-0310-1 · Cited by 8
Metadata
- Authors
- van Baal, S., & Dach, C.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2005-05
- Volume
- 19
- Issue
- 2
- Pages
- 75-85
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2019260176
- Cited by
- 258
- References
- 1
- FWCI
- 19.07
- Type
- journal article
- Language
- en
- Open access
- closed
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- van Baal, S., & Dach, C. (2005). Free riding and customer retention across retailers’ channels. Journal of Interactive Marketing. https://doi.org/10.1002/dir.20036
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
