LIMEN.2018.433

This paper investigates the factors affecting intention to switch the distribution
channel during purchase process. The change in the sales channel has been defined as a change
in the original plans for the place of purchase of the product under the influence of external
factors. Author tests different factors that influence customer behavior: marketing activities of
companies, different product price, positive WOM, personal factors – e.g. time pressure,
company error – e.g. system failure. The conclusions from the quantitative research allow
author to indicate some practical tips for companies that redirect consumers to remote
purchase channels. In the article data from the questionnaire survey have been used (research
sample 1103).
​

marketing channel, purchase stage, switching channel, Omni channel distibution.
​

[1] Verhoef, P.C, Neslin, S. A., Vroomen B. (2007) Multichannel customer management:
Understanding the research-shopper phenomenon, International Journal of Research in
Marketing, Vol. 24, pp. 129-148.
[2] Chiu, H.-C., Hsieh, Y.-C., Roan, J., Tseng, K.-J., Hsieh J.-K. (2011) The challenge for
multichannel services: Cross-channel free-riding behaviour, Electronic Commerce
Research and Applications, Vol. 10, pp. 268-277.
[3] Chung, Y.-F., Tai Y.-F. (2016) Research on customer switching behavior in the service
industry, Management Research Review Vol. 39, Issue 8, pp. 929-939.
[4] Trampe, D., Konus, U., Verhoef, P.C. (2014), Customer Responses to Channel Migration
Strategies Toward the E-channel, Journal of Interactive Marketing, Vol. 28, pp.257-270.
[5] van der Veen, G. and van Ossenbruggen, R. (2015) Mapping Out the Customer’s Journey:
Customer Search Strategy as a Basis for Channel Management, Journal of Marketing
Channels, Vol. 22, pp. 202–213.
[6] 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, Vol. 9, No. 2, pp. 95–112.
[7] Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J. and Weitz, B. A.
(2010), Crafting integrated multichannel retailing strategies, Journal of Interactive
Marketing, Vol. 24, No. 2, pp. 168–180.
[8] Neslin, S. A. and Shankar, V. (2009) Key issues in multichannel customer management:
Current knowledge and future directions, Journal of Interactive Marketing, Vol. 23 No. 1,
pp. 70–81.
[9] Verhoef, P. C., Kannan, P. K., and Inman, J. J. (2015) From multi-channel retailing to
omnichannel retailing: Introduction to the special issue on multi-channel retailing,
Journal of Retailing, Vol. 91, No. 2, pp. 174–181.
[10] Galipoglu, E., Kotzab, H., Teller, Ch., Özge. I., Hüseyinoglu, Y. and Pöppelbuß, J. (2018),
Omni-channel retailing research – state of the art and intellectual foundation,
International Journal of Physical Distribution & Logistics Management, Vol. 48, No. 4,
pp. 365-390.
[11] Yrjölä, M., Saarijärvi, H. and Nummela, H. (2018), The value propositions of multi-, cross-
, and omni-channel retailing, International Journal of Retail & Distribution Management,
Vol. 46, No. 11/12, pp. 1133-1152.
[12] Saghiri, S., Wilding, R., Mena, C. and Bourlakis, M. (2017), Toward a three-dimensional
framework for omni-channel, Journal of Business Research, Vol. 77, pp. 53–67.
[13] Pauwels, K. and Neslin, N. A. (2015), Building With Bricks and Mortar: The Revenue
Impact of Opening Physical Stores in a Multichannel Environment, Journal of Retailing,
Vol. 91, No. 2, pp. 182–197.
[14] Berman, B. and Thelen, S. (2018), Planning and implementing an effective omnichannel
marketing program, International Journal of Retail & Distribution Management, Vol. 46,
No. 7, pp. 598-614.
[15] Melis, K., Campo, K., Breugelmans, E. and Lamey, L. (2015), The Impact of the Multichannel
Retail Mix on Online Store Choice: Does Online Experience Matter?, Journal of
Retailing, Vol. 91, No. 2, pp. 272-288.
[16] Frasquet, M., Descals, A. M. and Ruiz-Molina, M. E. (2017), Understanding loyalty in
multichannel retailing: the role of brand trust and brand attachment, International Journal
of Retail & Distribution Management, Vol. 45, No. 6, pp. 608-625,
[17] Larke, R., Kilgour, M. and O’Connor, H. (2018), Build touchpoints and they will come:
transitioning to omnichannel retailing, International Journal of Physical Distribution &
Logistics Management, Vol. 48, No. 4, pp. 465-483.
[18] Wolk, A. and Ebling, C. (2010), Multichannel price differentiation: an empirical investigation
of existence and causes, International Journal of Research in Marketing Vol.
27, No. 2, pp. 142–150.
[19] Choi, S. and Mattila, A.S. (2009), Perceived fairness of price differences across channels:
the moderating role of price frame and norm perceptions, Journal of Marketing Theory
and Practice, Vol. 17, No. 1, pp. 37–47.
[20] Konus, U., Verhoef, P. C. and Neslin, S. A. (2008), Multichannel shopper segments and
their covariates, Journal of Retailing, Vol. 84, No. 4, pp. 398–413.
[21] Vogel, J. and Paul, M. (2015), One firm, one product, two prices: Channel-based price
differentiation and customer retention, Journal of Retailing and Consumer Services, Vol.
27, pp. 126–139.
[22] Schumann, J. H., Wangenheim, F. V., Stringfellow, A., Yang, Z., Blazevic, V., Praxmarer,
S., Shainesh, G., Komor, M., Shannon, R. M. and Jiménez, F. R., (2010), Cross-Cultural
Differences in the Effect of Received Word-of-Mouth Referral in Relational Service
Exchange, Journal of International Marketing, Vol. 18, No. 3, pp. 62–80.
[23] Hervas-Drane, A. (2015), Recommended for you: The effect of word of mouth on sales
concentration, International Journal of Research in Marketing, Vol. 32, No. 2, pp. 207-
218.
[24] Keaveney, S. M. (1995), Customer switching behavior in service industries: An
exploratory study, Journal of Marketing, Vol. 59, No. 2, pp. 71-82.
[25] Frankel, R., Swanson, S. R. and Sagan, M. (2013), Service Switching, Word-of-Mouth, and
New Provider Search: A Five Country Exploratory Study, International Journal of
Management and Marketing Research, Vol. 6, No. 2, pp. 11-20.

Lipowski_SWITCHING MARKETING CHANNEL IN THE PURCHASE PROCESS – WHAT PUSHES CONSUMERS TO CHANGE BEHAVIOR_pp_433-440