TY  - CHAP
AB  - The direct marketing retailers have traditionally provided mail order and call center channels. In the emergence of Internet channel, the direct marketing retailers have reported a large increase in the use of Internet channel, and some have encouraged the customers to use the Internet channel more than other channels due to potential cost savings for the firm. However, over a decade of Internet usage, the traditional Call Center channel has not disappeared in the direct marketing industry. This study is motivated by this observation and incorporates the variables that capture the benefits of using different channels in the multi-channel choice model.We apply the proposed model to a transactional database from a direct marketing retailer that operates multiple channels. Our empirical result shows that the multi-channel choice model that incorporates the channel benefits has stronger channel share prediction power than the model without. It further shows that consumers are more likely to choose the Internet channel when the consumer has low perceived risk and high experience and familiarity with the purchase, but they are more likely to choose the Call Center when the consumers have high perceived risk and low experience and familiarity.
VL  - 7
SN  - 978-0-85724-201-3, 978-0-85724-202-0/1477-4070
DO  - 10.1108/S1477-4070(2010)0000007010
UR  - https://doi.org/10.1108/S1477-4070(2010)0000007010
AU  - Rhee Eddie
ED  - Kenneth D. Lawrence
ED  - Ronald K. Klimberg
PY  - 2010
Y1  - 2010/01/01
TI  - Channel share prediction in direct marketing retailing: The role of relative channel benefits
T2  - Advances in Business and Management Forecasting
T3  - Advances in Business and Management Forecasting
PB  - Emerald Group Publishing Limited
SP  - 111
EP  - 120
Y2  - 2024/04/24
ER  -