Working Papers

Should All Customers Be Multichannel? Investigating the Moderating Role of Brand and Loyalty Tier

Lisan Lesscher

University of Groningen

LaraKeep Lobschat

Maastricht University

Katherine N. Lemon

Boston College

Peter C. Verhoef

University of Groningen

Jan 24, 2021

Examines the effectiveness of a multichannel sales strategy by assessing the moderating effects of brand tier and customer loyalty tier on the relation between multichannel behavior and purchase outcomes. In contrast to conventional wisdom and prior literature, customers who engage with a company across multiple channels are not always more valuable.

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