Consumer Responses to Marketing Channel Strategies: A Demand-Based Approach
Marketing channels have faced rapid structural and functional transformations during the last few decades. While a large body of research has been devoted to understanding the supply-side aspects of marketing channels, much less research has taken the demand-side perspective to study consumer perception of channel position and functions. This paper extends the channel literature to a broader domain and develops a consumer-based theoretical framework reflecting factors that influence consumer perception of and reaction to channel strategies and decisions. The authors conceptualize that consumers’ perceived channel value is a critical factor in determining their loyalty behavior. Seven important channel features are identified that would positively influence the perceived channel value. The relationship between perceived channel value and channel preference is strongly dependent on the level of customer value co-creation. The paper concludes with research implications and suggestions of avenues for future research.
(This is an Accepted Manuscript of an article published by Taylor & Francis in 'Journal of Marketing Channels' on 2019-11-11, available online: https://www.tandfonline.com/10.1080/1046669x.2019.1657736.)
|Consumer Responses to Marketing Channel Strategies: A Demand-Based Approach
|In Copyright (Rights Reserved)
|November 11, 2019
|Publisher Identifier (DOI)
|January 12, 2021
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