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Project
Managing Customer Relationships in the Evolving Multichannel Environment
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.
Date:1 Jan 2011 → 31 Jul 2016
Keywords:causality, customer relationship management, Multichannels, Longitudinal Research Design
Disciplines:Marketing