The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions
Open accessAbstract
Multichannel customer management is “the design, deployment, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development” (Neslin, Scott A., D. Grewal, R. Leghorn, V. Shankar, M. L. Teerling, J. S. Thomas, P. C. Verhoef (2006), Challenges and Opportunities in Multichannel Management. Journal of Service Research 9(2) 95–113). Channels typically include the store, the Web, catalog, sales force, third party agency, call center and the like. In recent years, multichannel marketing has grown tremendously and is anticipated to grow even further. While we have developed a good understanding of certain issues such as the relative value of a multichannel customer over a single channel customer, several research and managerial questions still remain. We offer an overview of these emerging issues, present our future outlook, and suggest important avenues for future research.
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Cites
The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth
Villanueva, J., Yoo, S., & Hanssens, D. M. (2008) · Journal of Marketing Research · doi:10.1509/jmkr.45.1.48 · Cited by 559
Cited by
Understanding customer experience throughout the customer journey
Lemon, K. N., & Verhoef, P. C. (2016) · Journal of Marketing · doi:10.1509/jm.15.0420 · Cited by 5,765
Digital marketing: a framework, review, and research agenda
Kannan, P. K., & Li, H. “. (2017) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2016.11.006 · Cited by 1,707
Multichannel Shopper Segments and Their Covariates☆
KONUS, U., VERHOEF, P., & NESLIN, S. (2008) · Journal of Retailing · doi:10.1016/j.jretai.2008.09.002 · Cited by 577
Self-citationOn the Go: how mobile shopping affects customer purchase behavior.
Wang, R. J.-H., Malthouse, E. C., & Krishnamurthi, L. (2015) · Journal of Retailing · doi:10.1016/j.jretai.2015.01.002 · Cited by 559
Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time
Avery, J., Steenburgh, T. J., Deighton, J., & Caravella, M. (2012) · Journal of Marketing · doi:10.1509/jm.09.0081 · Cited by 533
“Prior literature has suggested that consumers use different channels during their life cycle (Neslin and Shankar 2009).”
Background
Metadata
- Authors
- Neslin, S. A., & Shankar, V.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2009-02
- Volume
- 23
- Issue
- 1
- Pages
- 70-81
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2149940534
- Cited by
- 615
- References
- 1
- FWCI
- 82.17
- Type
- journal article
- Language
- en
- Open access
- green
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Data sources
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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.
