Consumer response to marketing channels: A demand-based approach

IF 0.7

Journal of Marketing Channels Pub Date : 2020-01-02 DOI:10.1080/1046669X.2019.1657736

Peter Andersen, F. Weisstein, Lei Song

引用次数: 7

Abstract

Abstract 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 article 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 article concludes with research implications and suggestions of avenues for future research.

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消费者对营销渠道的反应:基于需求的方法

在过去的几十年里，营销渠道面临着快速的结构和功能转变。虽然有大量的研究致力于了解营销渠道的供应方面，但很少有研究从需求方面来研究消费者对渠道地位和功能的看法。本文将渠道文献扩展到更广泛的领域，并开发了一个基于消费者的理论框架，该框架反映了影响消费者对渠道战略和决策的感知和反应的因素。作者认为消费者对渠道价值的感知是决定其忠诚行为的关键因素。确定了七个重要的渠道特征，它们会对感知渠道价值产生积极影响。感知渠道价值与渠道偏好之间的关系强烈依赖于客户价值共同创造的水平。文章最后提出了研究启示和未来研究方向的建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.