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Customer channel migration
(2006)
Customer Channel Migration deals with the active management of a customer's channel usage behavior with the aim to increase her profitability and lifetime. Hence, the dissertation answers two distict questions: on one hand, it investigates the impact of channel use on a customer's profitability and lifetime. On the other hand, it is researched how a customer's channel usage behavior can be influenced and managed. The cumulative dissertation consists of five articles: the first article describes the matching method and its application to marketing problems. The matching method is necessary to estimate the unbiased impact of channel use on a customer's profitability and lifetime. The second article describes the application of the matching method in order to determine the monetary implications of using the internet in the financial services industry. The third article investigates the impact of the internet use on a customer's lifetime. The forth and the fifth article of the dissertation both investigate the management of a customer's channel usage behavior. The forth article designs a scale to measure a customer's perceived channel value. The fifth article builds upon these findings and develops a model which explains a customer's channel usage behavior. Based on these insights this article derives some managerial implications on how to manage customers between different channels.