PL EN


2017 | 51 | 2 |
Article title

Wielokanałowość czy eliminacja kanału? Wyniki badania rezultatów strategii migracji klientów do e-kanału

Authors
Content
Title variants
Languages of publication
EN
Abstracts
EN
In this study author takes a customer-centric view of multichannel strategies and investigate customer responses toward e-channel migration strategies at the post-purchase stage for the delivery of telecommunications service. The study with scenario approach was conducted on a sample of 345 consumers (students of business studies). The goal of this paper is to answer for 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 answer 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.
PL
W badaniu uwzględniono perspektywę konsumenta w odniesieniu do obsługi wielokanałowej, analizowano reakcje konsumentów na strategie migracji na etapie obsługi pozakupowej usług telekomunikacyjnych. Wykorzystano podejście scenariuszowe, próba badawcza liczyła 345 konsumentów (studentów kierunków ekonomicznych. Celem artykułu była odpowiedź na pytanie badawcze: Jak konsumenci reagują na poszczególne strategie migracji do e-kanału. Uwzględnione zostały cztery strategie: migracja dobrowolna, przymusowa, oparta na karach i nagrodach. Efektem analizy była hierarchia strategii z uwzględnieniem konsekwencji w zachowaniu klientów (emocje oraz intencje behawioralne). W końcowej części artykułu sformułowano praktyczne implikacje oraz ograniczenia wyników.
Year
Volume
51
Issue
2
Physical description
Dates
published
2017
online
2017-08-16
Contributors
author
References
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Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.ojs-doi-10_17951_h_2017_51_2_39
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