Why can metrics of multichannel consumer behaviour be useful?

• Autorzy: Mącik R.

Identyfikatory

DOI

10.29119/1899-6116.2017.40.5

• Języki publikacji: EN

Abstrakty

EN

Multi-channel consumer behaviour has become an everyday reality. Increasing numbers of purchasing processes are carried out using more than one channel. However, there are no commonly used measures of multichannel consumer behaviour intensity. The article attempts to fill this gap – it proposes two primary indices for the intensity of multi-channel behaviours: in a specific purchasing process (MCA_IPI – in two variants) and for many purchasing processes (MCA_MPI). The last measure looks particularly promising as being a normalised to the 0-1 range index, and independent of the number of analysed channels as well as the separate stages of the purchasing process. Proposed measures have practical applications – they allow to segment the buyers regarding the intensity of multi-channel behaviours and to observe changes in the structure of channel use by buyers over the time.

Słowa kluczowe

EN

consumer behaviour; multi-channelling measurement; calculation formula; simulation of values

PL

zachowania klientów; pomiar wielokanałowy; wzór obliczeniowy; symulacja wartości

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Organizacja i Zarządzanie : kwartalnik naukowy
• Rocznik: 2017
• Tom: nr 4
• Strony: 61--69
• Opis fizyczny: Bibliogr. 5 poz.

Twórcy

autor

Mącik R.

• Faculty of Economics, Maria Curie-Skłodowska University in Lublin, Poland

Bibliografia

• 1. Kumar ,V., Chattaraman, V., Neghina, C., Skiera, B., Aksoy, L., Buoye, A., and Henseler, J. (2013). Data-driven services marketing in a connected world, Journal of Service Management, 24, 3, pp. 330-352.
• 2. Mącik, R. (2015). Substytucyjność i komplementarność fizycznego i wirtualnego kanału zakupu, Annales Universitatis Mariae Curie-Skłodowska. Sectio H. Oeconomia, 49, pp. 99-111.
• 3. Changes in Consumer Decision-Making Process Influenced by ICT Usage. In G. Mazurek, and J. Tkaczyk (Eds.), (2016), The Impact of the Digital World on Management and Marketing, Warszawa: Poltext, Akademia Leona Koźmińskiego, pp. 331-352. Retrieved from https://depot.ceon.pl/handle/123456789/10248.
• 4. Neslin, S.A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M.L., Thomas, J.S., and Verhoef P.C. (2006). Challenges and opportunities in multichannel customer management, Journal of Service Research, 9, 2, pp. 95-112.
• 5. Seth, S., Scott, D., Svihel, C., and Murphy-Shigematsu, S. (2016). Solving the Mystery of Consistent Negative/Low Net Promoter Score (NPS) in Cross-Cultural Marketing Research, Asia Marketing Journal, 17, 4, pp. 43-61.