Working Papers Home

2015 Working Papers
2014 Working Papers
2013 Working Papers
2012 Working Papers
2011 Working Papers
2010 Working Papers
2009 Working Papers
2008 Working Papers
2007 Working Papers
2006 Working Papers
2005 Working Papers
2004 Working Papers
2003 Working Papers
2002 Working Papers
2001 Working Papers
2000 Working Papers

Search All Papers

JEL Classification

Past Working Papers (Prior to 2000)

Office of Research
Home Page

Information on
Submitting a Paper

"Customer Migration: An Empirical Investigation Across Multiple Channels"

Ursula Y. Sullivan and Jacquelyn S. Thomas


First Author :

Ursula Y. Sullivan
Business Administration
University of Illinois at Urbana-Champaign
1206 S. Sixth Street, 350 Wohlers Hall, M/C 706
Champaign, IL 61820

(217) 333-1026

Second Author :

Jacquelyn S. Thomas
Integrated Marketing Communications
Northwestern University
McCormick Tribune Center
1870 Campus Drive
Evanston, IL 60208

(847) 491-2196
(847) 491-5925 (Fax)

Abstract :
Recent industry studies suggest that customers routinely use multiple channels of the same retailer to make their purchases. However, most studies about the drivers of customer profitability only focus on customer behavior in a single channel. This research investigates customer channel migration and the outcome of channel migration on the drivers of customer profitability. We find that all single-channel buyers and all multi-channel buyers are not alike. In addition, we discuss how forecasts of customer migration patterns can impact channel equity, channel expansion decisions, and promotion and product strategies.
Footnotes & Acknowledgements :
The authors would like to thank Professors Doug Bowman and Frank Mulhern for their helpful comments regarding this manuscript.
Manuscript Received : 2004
Manuscript Published : 2004
This abstract has been viewed 2930 times.
Click here to view the full text of this paper.