Customer Responses to Channel Migration Strategies Toward the E-Channel

45 Pages Posted: 15 Aug 2013

See all articles by Umut Konus

Umut Konus

University of Amsterdam Business School

Debra Trampe

Department of Marketing, University of Groningen

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research

Date Written: August 13, 2013

Abstract

Many firms stimulate customers to use the E-channel for services, which provokes various consumer responses to such limits on their freedom of choice. In a study on bank customers, we examine the extent of customer reactance in response to various E-channel migration strategies, the potential of incentive programs in mitigating customer reactance, as well as the moderating role of perceived customer value. Finally, we address the mediating role of customer forgiveness. Our study documents that rewarding the use of the firm-preferred E-channel is more effective than punishing the retention of the incumbent channel, and that a punishment-based E-channel migration strategy causes similar reactance levels as forced migration does. Importantly, the mere act of forcing also creates reactance among those customers who have already been using the firm-preferred E-channel. In addition, our results reveal that high-value customers exhibit lower reactance than low-value customers. By including customer forgiveness as a process measure we show that this occurs because high-value customers tend to be more forgiving towards the firm than low-value customers.

Keywords: multichannel customer management, reactance, incentives, Internet, self-service technologies, forgiveness

JEL Classification: M10, M31

Suggested Citation

Konus, Umut and Trampe, Debra and Verhoef, Peter C., Customer Responses to Channel Migration Strategies Toward the E-Channel (August 13, 2013). Available at SSRN: https://ssrn.com/abstract=2308827 or http://dx.doi.org/10.2139/ssrn.2308827

Umut Konus (Contact Author)

University of Amsterdam Business School ( email )

Roetersstraat 18
Amsterdam, 1018WB
Netherlands

Debra Trampe

Department of Marketing, University of Groningen ( email )

P.O. Box 800
9700 AH Groningen, Groningen 9700 AV
Netherlands

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research ( email )

Netherlands

Register to save articles to
your library

Register

Paper statistics

Downloads
221
Abstract Views
890
rank
137,331
PlumX Metrics