University of Twente Student Theses
The effect of COVID-19 on the purchase channels and order transaction value for a printing specialized organization
Verweijmeren, R.W. (2021) The effect of COVID-19 on the purchase channels and order transaction value for a printing specialized organization.
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| Abstract: | The main aim of this research is to find out the effect the coronavirus pandemic has on the purchase channels and order transaction value for an organization specialized in printing services. Next to this, an overview is given to help firms understand omni- and multi-channel management, channel migration and channel profitability and the intercorrelation of these concepts. This research is based on a systematic literature review as well as quantitative data analysis. Annual order data from the organization is utilized in order to answer the research question central to this report. This research found that the coronavirus pandemic did not create a significant shift in channel usage by customers, which originally was hypothesized. However, the lockdown did have a negative effect on customer order frequency. Lower order frequency customers in turn are found to have a negative impact on order transaction value. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Keywords: | Coronavirus pandemic, Multichannel marketing, Omnichannel marketing, Channel migration, Order transaction value |
| Link to this item: | https://purl.utwente.nl/essays/86509 |
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