Abstract
The aim of this paper is to analyze the effects which additional sales channels have on customers’ purchase behavior. Therefore, a method is proposed to decompose the impact of additional sales channels on revenues into an up-selling effect, a cross-selling effect and a loyalty effect. Furthermore, the use of intervention analysis is proposed to separate customers’ self-selection effects from the effects additional sales channels have on customers’ purchase behavior. The conducted empirical study demonstrates that a simple comparison of customers’ average purchase behavior does not allow to properly analyze the effects that different sales channels have on customers’ purchase behavior because they do not consider systematic differences of customers that are independent of the sales channel.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
References
Box GEP, Tiao GC (1975) Intervention Analysis with Applications to Economic and Environmental Problems. Journal of the American Statistical Association 70: 70–79
Deleersnyder B, Geyskens I, Gielens K, Dekimpe MG (2001) How Cannibalistic is the Internet Channel? ERIM Report Series (ERS-2002–22-MKT). Erasmus Universiteit Rotterdam (NL)
Garczorz I, Krafft M (2000) Wie binde ich den Kunden?–Kundenbindung. eCommerce. Einstieg, Strategie und Umsetzung im Unternehmen. In: S. Albers, M. Clement, K. Peters and B. Skiera (eds) eCommerce. Einstieg, Strategie und Umsetzung im Unternehmen. F.A.Z.-Institut, Frankfurt am Main, pp 147–160
Hanssens DM, Parsons LT, Schultz RL (2001) Market Response Models: Econometric and Time Series Analysis. Kluwer Academic, Boston et al.
Hitt LM, Frei FX (2002) Do Better Customers Utilize Electronic Distribution Channels? The Case of PC Banking. Management Science 48: 732–748
Holden D, Perman R (1994) Unit Roots and Cointegration for the Economist. Cointegration for the Applied Economist. In: B. Bhaskara Rao (eds) Cointegration for the Applied Economist. New York, pp 47–112
Knott A, Hayes A, Neslin SA (2002) Next-Product-to-Buy Models for Cross-Selling Applications. Journal of Interactive Marketing 16: 59–75
Leeflang PSH, Wittink DR, Wedel M, Naert PA (2000) Building Models for Marketing Decisions. Kluwer, Dordrecht
Perron P (1994) Trend, Unit Root and Structural Change in Macroeconomic Time Series. Cointegration for the Applied Economist. In: B. Bhaskara Rao (eds) Cointegration for the Applied Economist. New York, pp 113–146
Shao YE (1997) Multiple Intervention Analysis with Application to Sales Promotion Data. Journal of Applied Statistics 24: 181–191
Sonnenberg F (1988) The Power of Cross-Selling. The Journal of Business Strategy 9: 56–59
Tiao GC, Box GEP (1981) Modeling Multiple Time Series with Applications. Journal of the American Statistical Association 76: 802–816
Vishwanath V, Mulvin G (2001) Multi-Channels: The Real Winner in the B2C Internet Wars. Business Strategy Review 12: 25–33
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2004 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Skiera, B., Gensler, S. (2004). Multi-Channel Management and its Impact on Customers’ Purchase Behavior. In: Fandel, G., Backes-Gellner, U., Schlüter, M., Staufenbiel, J.E. (eds) Modern Concepts of the Theory of the Firm. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-08799-2_8
Download citation
DOI: https://doi.org/10.1007/978-3-662-08799-2_8
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-07349-6
Online ISBN: 978-3-662-08799-2
eBook Packages: Springer Book Archive