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Evaluation and Improvement of an Industrial Retailer’s Level of Marketing Channel Integration: A Cross-Border Case Study from the Maintenance, Repair and Operations Sector Taking the Perspective of the Physical Store
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 80 credits / 120 HE creditsStudent thesis
Abstract [en]

This thesis aims to answer the research question of how an industrial retailer’s level of channel integration can be evaluated and improved. A conceptual model is developed and applied in a case study context of the shop channel of a large international industrial distributor of maintenance, repair and operations goods. Marketing channel integration is proven to improve customer satisfaction, customer loyalty and customer expenditure - despite these benefits, there does not exist any evaluation method that helps researchers or practitioners determine the level of channel integration of an industrial retail channel. The case study follows a mixed method approach and uses qualitative data from in-depth interviews with 11 managers and 24 employees, as well as quantitative data from a management survey with 26 respondents. Using the conceptual model the shop channel of the German parent company was rated at a multi-channel level of integration and the Dutch shop channel at a multiple channel level of integration. Any improvement to the level of channel integration of an industrial retail channel depends on the understanding of and commitment to the integrated channel strategy by the shop management.  

Place, publisher, year, edition, pages
2018. , p. 63
Keywords [en]
industrial retail, industrial marketing, marketing channel integration, multi-channel, cross-channel, omni-channel.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-37154OAI: oai:DiVA.org:hh-37154DiVA, id: diva2:1220336
Educational program
Master's Programme in Strategic Entrepreneurship for International Growth, 120 credits
Presentation
2018-05-31, 0242, Kristian IV:s väg 3, 301 18 Halmstad, Sweden, Halmstad, Sweden, 16:00 (English)
Supervisors
Examiners
Available from: 2018-06-28 Created: 2018-06-18 Last updated: 2018-06-28Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf