Now showing 1 - 8 of 8
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Integrating Bricks with Clicks : Retailer-Level and Channel-Level Outcomes of Online-Offline Channel Integration

2015-10-20 , Herhausen, Dennis , Binder, Jochen , Schögel, Marcus , Herrmann, Andreas

This research examines the impact of online-offline channel integration (OI), defined as integrating access to and knowledge about the offline channel into an online channel. Although channel integration has been acknowledged as a promising strategy for retailers, its effects on customer reactions towards retailers and across different channels remain unclear. Drawing on technology adoption research and diffusion theory, the authors conceptualize a theoretical model where perceived service quality and perceived risk of the Internet store mediate the impact of OI while the Internet shopping experience of customers moderates the impact of OI. The authors then test for the indirect, conditional effects of OI on search intentions, purchase intentions and willingness to pay. Importantly, they differentiate between retailer-level and channel-level effects, thereby controlling for interdependencies between different channels. The results of three studies provide converging evidence and show that OI leads to a competitive advantage and channel synergies rather than channel cannibalization. These findings have direct implications for marketers and retailers interested in understanding whether and how integrating different channels affects customer outcomes.

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Channel Extension Strategies: The Crucial Roles of Internal Capabilities and Customer Lock-In

2012-05-22 , Binder, Jochen , Herhausen, Dennis , Pernet, Nicolas , Schögel, Marcus , Paulo, Rita

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Multi-Channel Management im CRM

2011 , Schögel, Marcus , Binder, Jochen , Schmidt, Inga , Sauer, Achim , Hippner, Hajo , Hubrich, Beate , Wilde, Klaus D.

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Channel Extension Strategies: The Crucial Roles of Internal Capabilities and Customer Lock-In

2012-02 , Binder, Jochen , Herhausen, Dennis , Pernet, Nicolas , Schögel, Marcus

This study addresses the important but yet unresolved question of how firms can create com-petitive advantage from their multichannel marketing strategy. More specifically, the authors investigate the antecedents of channel extension strategies and their performance implications. Results from an empirical study including top managers from 308 firms indicate that in addi-tion to environmental factors, a firm's channel expansion is directly related to its strategic channel management capability, and that this capability is more important in turbulent envi-ronments. Furthermore the study reveals that firms need an appropriate customer lock-in strategy to benefit from the addition of novel channel types or traditional channel expansion.

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Creating Competitive Advantage from Channel Extension Strategies : The Importance of Internal Capabilities and Customer Lock-In

2012-02-17 , Binder, Jochen , Herhausen, Dennis , Schögel, Marcus , Pernet, Nicolas , Bharadwaj, S.

This study addresses the important but yet unresolved question of how firms can create competitive advantage from their multichannel marketing strategy. More specifically, the authors investigate the antecedents of channel extension strategies and their performance implications. Results from an empirical study including top managers from 308 firms indicate that in addition to environmental factors, a firm's channel expansion is directly related to its strategic channel management capability, and that this capability is more important in turbulent environments. Furthermore the study reveals that firms need an appropriate customer lock-in strategy to benefit from innovative channel additions or traditional channel expansion.

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Price Differentiation across Multiple Channels : An Investigation of Customers' Acceptance of Channel Price Premiums

2010 , Schögel, Marcus , Binder, Jochen , Herhausen, Dennis

An important aspect of channel configuration is price-setting within multichannel portfolios. To date, neither practice nor academia has found sufficient answers on the feasibility and manageability of this aspect of multichannel management. The current study develops and estimates a model for understanding possible causes of inter-channel price differentiation. We focus on the customer perspective within multiple channels to determine the reasons for channel choice and the willingness to pay for the same products across different channels.

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Creating Customer Value Online and Its Impact on Service Satisfaction and Willingness to Pay Across Distribution Channels

2013-02-15 , Binder, Jochen , Herhausen, Dennis , Schögel, Marcus , Burroughs, J.

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The Crucial Role of Generative Learning for Customer Relationship Performance

2011-02-18 , Herhausen, Dennis , Schögel, Marcus , Binder, Jochen , Arndt, Oliver , Srinivasan, R.

Recently managers and academics have raised issues about the performance effects of customer relationship management. Our study addresses this skepticism and advances research by introducing a firm's generative learning orientation as a crucial factor for customer relationship performance. Data from a crossindustry survey of 199 CEOs, CMOs and Senior Marketing Executives reveal that generative learning does affect customer relationship performance directly. Moreover the interaction of customer relating capabilities and generative learning orientation contributes significantly to customer relationship performance. We conclude that a pronounced generative learning orientation is crucial for firms to fully benefit from their competences in customer relationship management.