Multichannel relational communication strategy: does one-sized strategy fit all customers?

CARLA SOFIA DIAS MOREIRA RAMOSADRIANA BRUSCATO BORTOLUZZODANNY PIMENTEL CLARO2024-05-032024-05-0320240309-0566https://repositorio.insper.edu.br/handle/11224/6635This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.Digitalp. 952 - 985enRelational communication channelsMultichannel relational communication strategiesFirm-initiated communicationCustomer-initiated communicationContingency analysisQuantile regressionCustomer performance heterogeneityMultichannel relational communication strategy: does one-sized strategy fit all customers?10.1108/EJM-10-2022-0717