Working Papers

Multichannel Customer Onboarding

Stephen A. Samaha, Irina V. Kozlenkova, Jordan W. Moffett, and Robert W. Palmatier

Apr 11, 2019

Based on data on 201,398 new customers of a large Fortune 500 firm, introduces a new theoretical framework that outlines key mechanisms of customer onboarding and reports on an empirical investigation of the influence of customer onboarding on performance in a multichannel communication environment.

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