多渠道服务管理研究述评
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外国经济与管理 2012 年 第 34 卷第 12 期, 页码：71 - 78
摘要
参考文献
摘要
采用多种渠道相结合的方式递送产品和服务逐渐成为企业营销实践的新趋势。多渠道既给企业提供了新的发展机会和价值创造源泉,同时也向企业提出了挑战,因此,多渠道服务管理成为营销领域一个新的研究热点。本文从多渠道服务的概念、价值,企业对多种渠道的选择与管理以及多渠道服务模式下企业的营销策略等几个方面梳理了相关研究成果,并在此基础上提出了下一步理论和实证研究的方向。
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[2]Balasubramanian S,et al.Consumers in a multichannel envi-ronment:Product utility,process utility,and channel choice[J].Journal of Interactive Marketing,2005,19(2):12-30.
[3]Bitner M J,et al.Technology infusion in service encounters[J].Journal of the Academy of Marketing Science,2000,28(1):138-149.
[4]Coughlan A T,et al.Marketing channels[M].Upper Saddle River,NJ:Prentice Hall,2001.
[5]Falk T,et al.Identifying cross-channel dissynergies for mul-tichannel service providers[J].Journal of Service Research,2007,10(2):143-160.
[6]Godfrey A,et al.Enough is enough!The fine line in execu-ting multichannel relational communication[J].Journal of Marketing,2011,75(4):94-109.
[7]Grewal D,et al.Strategic online and offline retail pricing:A review and research agenda[J].Journal of Interactive Mar-keting,2010,24(2):138-154.
[8]Kabadayi S,et al.The performance implications of designing multiple channels to fit with strategy and environment[J].Journal of Marketing,2007,71(4):195-211.
[9]Keller K L.Brand equity management in a multichannel,multimedia retail environment[J].Journal of Interactive Mar-keting,2010,24(2):58-70.
[10]Konus U,et al.Multichannel shopper segments and their covariates[J].Journal of Retailing,2008,84(4):398-413.
[11]Kumar V and Venkatesan R.Who are the multi-channel shoppers and how do they perform?Correlates of multi-chan-nel shopping behavior[J].Journal of Interactive Marketing,2005,19(2):44-62.
[12]Kumar V.A customer lifetime value-based approach to mar-keting in the multichannel,multimedia retailing environment[J].Journal of Interactive Marketing,2010,24(2):71-85.
[13]Meuter M L,et al.Choosing among alternative service de-livery modes:An investigation of customer trial of self-service technologies[J].Journal of Marketing,2005,69(2):61-83.
[14]Montoya-Weiss M M,et al.Determinants of online channel use and overall satisfaction with a relational,multichannel service provider[J].Journal of the Academy of Marketing Science,2003,31(4):448-458.
[15]Myers J B,et al.Steering customers to the right channels[J].McKinsey Quarterly,2004,13(4):36-47.
[16]Neslin S A,et al.Challenges and opportunities in multi-channel customer management[J].Journal of Service Re-search,2006,9(2):95-112.
[17]Neslin S A and Shankar V.Key issues in multichannel cus-tomer management:Current knowledge and future directions[J].Journal of Interactive Marketing,2009,23(1):70-81.
[18]Payne A and Frow P.The role of multichannel integration in customer relationship management[J].Industrial Marketing Management,2004,3(6):527-538.
[19]Shankar V and Yadav M S.Emerging perspectives on mar-keting in a multichannel and multimedia retailing environment[J].Journal of Interactive Marketing,2010,24(2):55-57.
[20]Sharma A and Mehrotra A.Choosing an optimal channel mix in multichannel environments[J].Industrial Marketing Management,2007,36(1):21-28.
[21]Thomas J S and Sullivan U.Managing marketing communica-tions with multichannel customers[J].Journal of Marketing,2005,69(4):239-251.
[22]Valos M J,et al.Marketers’perceptions of the implementa-tion difficulties of multichannel marketing[J].Journal of Strategic Marketing,2010,18(5):417-434.
[23]van Birgelen M,et al.Multi-channel service retailing:The effects of channel performance satisfaction on behavioral in-tentions[J].Journal of Retailing,2006,82(4):367-377.
[24]Venkatesan R,et al.Multichannel shopping:Causes and consequences[J].Journal of Marketing,2007,71(2):114-132.
[25]Verhoef P C,et al.Multichannel customer management:Understanding the research-shopper phenomenon[J].Inter-national Journal of Research in Marketing,2007,24(2):129-148.
[26]Verhoef P C,et al.CRM in data-rich multichannel retailing environments:A review and future research directions[J].Journal of Interactive Marketing,2010,24(2):121-137.
[27]Wallace D W,et al.Customer retailer loyalty in the context of multiple channel strategies[J].Journal of Retailing,2004,80(4):249-263.
[28]Weinberg B D,et al.Multichannel marketing:Mindset and program development[J].Business Horizons,2007,50(5):385-394.
[29]Zhang J,et al.Crafting integrated multichannel retailing strategies[J].Journal of Interactive Marketing,2010,24(2):168-180.
[30]Zhang X.Retailers’multichannel and price advertising stra-tegies[J].Marketing Science,2009,28(6):1080-1094.
引用本文
谢毅. 多渠道服务管理研究述评[J]. 外国经济与管理, 2012, 34(12): 71–78.
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