Research Explorer

Project

Managing Customer Relationships in the Evolving Multichannel Environment
Code
01N04011
Duration
01 January 2011 → 31 July 2016
Funding
Regional and community funding: Special Research Fund
Research disciplines
  • Social sciences
    • Marketing
Keywords
causality customer relationship management Multichannels Longitudinal Research Design
 
Project description

One of the most important trends in recent years is teh increase in the number of channels that customers have the option to choose from when interacting with companies (Cassab and MacLachlan 2009). Using longitudinal data of different Belgian companies, this research proposal aims to gain better insight into the consequences and the causal effects of multichannel behaviors and strategies.