Impact of CRM on Marketing Channels

  • V. Kumar
  • Werner Reinartz
Part of the Springer Texts in Business and Economics book series (STBE)


This chapter deals with the aspect of CRM strategy implementation in relation to the management of different distribution channels through which companies interact with their customers. Current multichannel-issues that firms are facing nowadays are presented and insights into the management of the respective challenges are provided. In Sect. 12.2, the role of channels in creating and maintaining customer relationships is introduced including a discussion of emerging trends with regard to traditional and electronic channels. Furthermore, related chances and challenges for the implementation and maintenance of CRM are highlighted. The main part of this chapter captures attributes of the design of multichannel offers as well as giving instructions on how to do so successfully. Finally, worthwhile insights into the management of both multichannel systems and shoppers are given.


  1. Anderson, E. (1985). The salesperson as outside agent or employee: A transaction cost analysis. Marketing Science, 4(3), 234–254.CrossRefGoogle Scholar
  2. Ansari, A., Mela, C., & Neslin, S. (2008). Customer channel migration. Journal of Marketing Research, 45(1), 60–76.CrossRefGoogle Scholar
  3. Bakos, J. Y. (1997). Reducing buyer search costs: Implications for electronics marketplaces. Management Science, 43(12), 1676–1692.CrossRefGoogle Scholar
  4. Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in multi-, cross-, and omni-channel retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27(November), 170–178.CrossRefGoogle Scholar
  5. Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313–327.CrossRefGoogle Scholar
  6. Blattberg, R. C., Kim, B. D., & Neslin, S. A. (2008). Database marketing, analyzing and managing customers. New York: Springer.Google Scholar
  7. Boehm, M. (2008). Determining the impact of Internet channel use on a customer’s lifetime. Journal of Interactive Marketing, 22(3), 2–22.CrossRefGoogle Scholar
  8. Bolton, R. N., Lemon, K. N., & Verhoef, P. C. (2004). The theoretical underpinnings of customer asset management: A framework and propositions for future research. Journal of the Academy of Marketing Science, 32(3), 271–292.CrossRefGoogle Scholar
  9. Bucklin, L. P., Ramaswamy, V., & Majumdar, S. K. (1996). Analyzing channel structures of business markets via the structure-output paradigm. International Journal of Research in Marketing, 13(1), 73–87.CrossRefGoogle Scholar
  10. Chen, P. Y., & Hitt, L. (2002). Measuring switching costs and the determinants of customer retention in Internet-enabled businesses: A study of the online brokerage industry. Information Systems Research, 13(3), 255–276.CrossRefGoogle Scholar
  11. Coughlan, A. T., Anderson, E., Stern, L. W., & El-Ansary, A. I. (2006). Marketing channels. Upper Saddle River, NJ: Pearson Prentice Hall.Google Scholar
  12. Jindal, R., Reinartz, W., Krafft, M., & Hoyer, W. D. (2007). Determinants of the variety of routes to market. International Journal of Research in Marketing, 24(1), 17–29.CrossRefGoogle Scholar
  13. Kabadayi, S., Eyuboglu, N., & Thomas, G. P. (2007). The performance implications of designing multiple channels to fit with strategy and environment. Journal of Marketing, 71(4), 195–211.CrossRefGoogle Scholar
  14. Kumar, V., & Venkatesan, R. (2005). Who are the multichannel shoppers and how do they perform? Correlates of multichannel shopping behavior. Journal of Interactive Marketing, 19(2), 44–62.CrossRefGoogle Scholar
  15. Meola, A. (2016). Shoppers are hesitating to try click-and-collect services for one main reason. Business Insider. Accessed May 11, 2017.
  16. Moriarty, R. T., & Moran, U. (1990). Managing hybrid marketing systems. Harvard Business Review, 68(6), 146–155.Google Scholar
  17. Morton, F. S., Zettelmeyer, F., & Silva-Risso, J. (2001). Internet car retailing. The Journal of Industrial Economics, 49(4), 501–519.CrossRefGoogle Scholar
  18. Myers, J. B., Pickersgill, A. D., & Van Metre, E. S. (2004). Steering customers to the right channels. The McKinsey Quarterly, 4(October), 36–47.Google Scholar
  19. Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95–112.CrossRefGoogle Scholar
  20. Nunes, P. F., & Cespedes, F. V. (2003). The customer has escaped. Harvard Business Review, 81(11), 96–105.Google Scholar
  21. Payne, A., & Frow, P. (2004). The role of multichannel integration in customer relationship management. Industrial Marketing Management, 33(6), 527–538.CrossRefGoogle Scholar
  22. Petit de Meurville, M., Pham, K., & Trine, C. (2015). Shop on the Go. Business Today. Accessed May 5, 2017.
  23. Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105–113.Google Scholar
  24. Rosenbloom, B. (2007). Multi-channel strategy in business-to-business markets: Prospects and problems. Industrial Marketing Management, 36(1), 4–9.CrossRefGoogle Scholar
  25. Satariano, A. (2010). Apple passes PetroChina to become second-largest stock. Bloomberg. Accessed July 10, 2011.
  26. Sinha, I. (2000). Cost transparency: The net’s real threat to prices and brands. Harvard Business Review, 78(2), 43–50.Google Scholar
  27. Srinivasan, S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.CrossRefGoogle Scholar
  28. Sultan, F., & Rohm, A. (2004). The evolving role of the Internet in marketing strategy: An exploratory study. Journal of Interactive Marketing, 18(2), 6–19.CrossRefGoogle Scholar
  29. Teerling, M. L., & Huizingh, E. K. R. E. (2005). The complementarity between online and offline consumer attitudes and behavior. Working paper. Groningen, The Netherlands: University of Groningen.Google Scholar
  30. Thomas, J. S., & Sullivan, U. Y. (2005). Managing marketing communications with multichannel customers. Journal of Marketing, 69(4), 239–251.CrossRefGoogle Scholar
  31. Venkatesan, R., Kumar, V., & Ravishanker, N. (2007). Multichannel shopping: Causes and consequences. Journal of Marketing, 71(2), 114–132.CrossRefGoogle Scholar
  32. Verhoef, P. C., & Donkers, B. (2005). The effect of acquisition channels on customer loyalty and cross-buying. Journal of Interactive Marketing, 19(2), 31–42.CrossRefGoogle Scholar
  33. Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129–148.CrossRefGoogle Scholar
  34. Wallace, D. W., Giese, J. L., & Johnson, J. L. (2004). Customer retailer loyalty in the context of multiple channel strategies. Journal of Retailing, 80(4), 249–263.CrossRefGoogle Scholar
  35. Wolk, A., & Ebling, C. (2010). Multi-channel price differentiation: An empirical investigation of existence and causes. International Journal of Research in Marketing, 27(2), 142–150.CrossRefGoogle Scholar
  36. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.CrossRefGoogle Scholar

Copyright information

© Springer-Verlag GmbH Germany, part of Springer Nature 2018

Authors and Affiliations

  • V. Kumar
    • 1
  • Werner Reinartz
    • 2
  1. 1.J. Mack Robinson College of Business, Center for Excellence in Brand and Customer ManagementGeorgia State UniversityAtlantaUSA
  2. 2.Department of Retailing and Customer ManagementUniversity of CologneCologneGermany

Personalised recommendations