- Modeling customer behavior in multichannel service distribution: A rational approach
- Award date
- 16 October 2013
- Number of pages
- Document type
- PhD thesis
- Faculty of Economics and Business (FEB)
- Amsterdam Business School Research Institute (ABS-RI)
Most organizations have innovated their distribution strategy and adopted a multichannel strategy. The success of this strategy depends to a large extent on the adoption of new channels by the consumer. This research aims to build a model that explains consumer multichannel behavior. It gives answers to the question which factors influence the use of a new ICT enabled channel. The central question in this thesis is: What factors explain consumer channel choice in an ICT enabled multichannel configuration, therewith finding an explanation for the trial, adoption and choice of a new channel?
This main question leads to three sub questions that will be answered in this thesis: Which theories can be used to find the factors that explain the trial, adoption and choice of an ICT enabled channel by customers in a multichannel configuration? Is it possible to arrive at a model based on these theories that explains the use of ICT enabled channels? Can this model can be confirmed empirically?
- Research conducted at: Universiteit van Amsterdam
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.