Abstract:

In order to construct long-term beneficial relationships, many companies strategically engage in multichannel relational communication, which is defined as sending personalized messages to existing customers through various channels as an important part of relationship marketing strategy. This research examines three key drivers of relational communication effectiveness: volume of communication, combination of communication channels, and alignment of those channels with customers’ preferences, and it examines their influences on customer relationship quality. The results indicate that the effect of multichannel relational communication on customer relationship quality follows an inverted U-shaped curvilinear path: before the volume of communication reaches the ideal point, customers respond positively; however, after the ideal level of communication is exceeded, customers respond negatively and customer relationship quality decreases; moreover, this negative response can be exacerbated by the use of multiple channels, but the positive effect of relational communication on customer relationship quality can be improved by aligning of those channels with customers’ preferences.

Key words: Multichannel, Communication, Customer relationship quality