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다채널 고객관리를 위한 유통업체 다채널 소비자 행동에 대한 고찰

The Examination of Multichannel Customer Behavior for the Retail Firms’ Multichannel Customer Management

주영혁
한국소비자학회 (Korean Society Of Consumer Studies)|2009.06|소비자학연구 (Journal of Consumer Studies)|제20권 제2호|pp. 255-278

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참고문헌

키워드

다채널 고객관리다채널 소비자단일채널 소비자제품-채널 연상관계본원적 채널선호도Multichannel Customer ManagementMultichannel CustomerSingle Channel CustomerProduct-Channel AssociationIntrinsic Channel Preference
주제분류경제학

초록

최근 기업들은 다채널 유통환경에 효과적으로 대응하고, 기업이 보유한 다채널을 효율적으로 관리하기 위한 방안 을 모색하고 있다. 본 연구는 유통업체의 다채널 고객관리(MCM: multichannel customer management)에 시 사점을 제공하기 위하여 Neslin et al.(2006)이 제시한 다채널 소비자 행동 연구에 대한 몇 가지 이슈에 대하여 기존 연구를 심층적으로 검토하고, 이를 바탕으로 관련 분야 연구의 깊이와 폭을 증진시키기 위한 연구문제를 설정 하여 이를 실증적으로 고찰하고 있다. 이를 위하여 다채널 유통업체의 고객 데이터베이스와 설문조사 자료를 통합 하고 다양한 유형의 분산분석을 통하여 이를 검증하였다. 주요 연구결과를 설명하면 다음과 같다. 첫째, 다채널 소비자와 단일 채널 소비자는 총 구매행동에서는 차이가 있 으나 개별 구매행동(구매 당 수량, 구매 당 금액)에서는 차이가 없는 것으로 나타나고 있다. 둘째, 소비자의 다채널 이용은 기업이 제공하는 다양한 유형의 제품범주 구매와 밀접한 관련성이 있는 것으로 나타나고 있다. 셋째, 소비자 의 개별 채널 이용은 각 채널에 대한 본원적인 선호도와 밀접한 관련성이 있으나, 이의 강도는 개별 채널별로 다르 게 나타나고 있다. 본 연구에서는 이러한 연구결과에 대하여 다채널 고객관리 관점에서 연구의 이론적 및 실무적 시사점을 검토하고 향후 연구방향을 제시하였다.

Abstract

In recent years, one of dramatic trends in the shopping environments has been the proliferation of channels through which customers can interact with retailers. This proliferation has created challenge for firms to manage this environment effectively. As a result, the field of “multichannel customer management” has emerged and this has been said to be a critical issue to CRM(Payne and Frow 2004). Multichannel customer management(MCM) is “the design, development, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development”(Neslin et al. 2006). This study offers a good overview of related research about Neslin et al.’s(2006) some issues for multichannel customer management and develops some research questions for an additional understanding of multichannel customer behavior. This study focused on 3 key issues and developed 3 research questions for MCM. First, this study examined issue on why a multichannel strategy grows sales and developed the question “multichannel customer behavior is not different from that of single channel customer about individual purchase incidence not like total purchase behavior”. Second, this study examined issue on what determines customer channel selection and proposed the question “customers’ multichannel choice is related to the purchase of various product categories firms have”. Third, this study examined issue on how a multichannel firm should segment customers and proposed the question “customers’ channel choice is related to the intrinsic channel preference to each channel they choose”. To test these research questions, the author collected the integrated data with customer database and survey data from multichannel retail firm. And the author verifies three research questions with various kinds of ANOVAs. First research question was examined with ANOVA and result shows that there is no difference on individual purchase behavior (volume and expenditure per each purchase) between multichannel customer and single channel customer. This explains that multichannel customer makes more repeated visit to purchase products than single channel customer even though there is no difference of basket size between the two. This finding suggests that the reason why multichannel strategy grows sales comes from the increase of purchase frequency of existing customer(Pauwels and Neslin 2006). Second research question was examined with ANCOVA and result shows that the customers’ multichannel choice is closely related with the customers’ purchase of various product category, This explains that customers’ multichannel selection at the firm level is influenced by customer loyalty(Wallace et al. 2004) or(and) product-channel association(Inman et al. 2004). In other words, it could be explained that multichannel customer buys various kinds of product category because he has much more customer loyalty and much less perceived risk to buy product. And it could be also explained that customers’ multichannel usage does represent the purchase of various product category because specific channel choice is closely related to the buying of the specific product category. Accordingly this finding gives the insight about the issue on what determines customer channel selection. Third research question was tested with MANOVA and result shows that the customers’ channel choice is closely related with the customers’ intrinsic channel preference but the intensity between the two is different according to channel. Generally, this explains that customers’ channel choice does reflect the intrinsic channel preference and more importantly, the degree of the reflection is different according to three channel. Specifically contrary to store and internet channel, catalog channel does not reflect the intrinsic channel preference. This suggest that customers’ catalog channel choice is influenced not by customers’ intrinsic preference but by the firm promotion for increasing the usage of catalog channel. And the author provides some theoretical and managerial implication based on multichannel customer management and suggest important topics for future research.

참고문헌 (37)

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