Retail Channel Portfolios: Channel-Attributes or Integration-Benefit - What Counts More?

Abstract

It has been a common practice in retailing to maintain different retail channels in parallel. However, the establishment of retail channel portfolios or “multi-channel retailing” has gained relevance due to the availability of the internet. Even though the topic has high empirical relevance, the effects of channel portfolios on consumer behaviour have, to date, primarily been the subject of rather descriptive studies. The focus of this investigation is the consumers’ response to the integration of consumer-related functions and processes between different channels of a channel portfolio. It is tried to compare which is more important for consumer channel use and loyalty: integration-related benefit or channelspecific attributes.

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