Multichanneling or Channel Elimination? The Empirical Results of E-Channel Migration Strategy
Multichanneling or Channel Elimination? The Empirical Results of E-Channel Migration Strategy

Summary/Abstract: In this study, the author takes a customer-centric view of multichannel strategies and investigates customer responses toward e-channel migration strategies at the post-purchase stage for the delivery of telecommunications service. The study with a scenario approach was conducted on a sample of 345 consumers (students of business studies). The goal of this paper is to answer the following research question: How do customers respond to different e-channel migration strategies? Four strategies were included: voluntary migration, forced labor, based on punishment and rewards. The effect of the answer to this question was a kind of hierarchy of migration strategy in terms of consequences (customers’ emotions and behavioral intentions). In the final part of the article, the practical implications and limitations of results have been formulated.

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