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Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions

Journal of Interactive Marketing, Vol. 23, pp. 70-81, 2009

Mays Business School Research Paper

12 Pages Posted: 17 May 2012  

Scott Neslin

Tuck School of Business at Dartmouth

Venkatesh Shankar

Texas A&M University - Mays Business School

Date Written: 2009

Abstract

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.

Keywords: Customer relationship management, Marketing channels, Customer value, Database marketing

Suggested Citation

Neslin, Scott and Shankar, Venkatesh, Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions (2009). Journal of Interactive Marketing, Vol. 23, pp. 70-81, 2009; Mays Business School Research Paper. Available at SSRN: https://ssrn.com/abstract=2061792

Scott Neslin (Contact Author)

Tuck School of Business at Dartmouth ( email )

Hanover, NH 03755
United States

Venkatesh Shankar

Texas A&M University - Mays Business School ( email )

Wehner 401Q, MS 4353
College Station, TX 77843-4218
United States
979-845-3246 (Phone)

HOME PAGE: http://www.venkyshankar.com

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