E-CHANNEL MIGRATION STRATEGY – A DOUBLE-EDGED SWORD?

As companies implement multichannel strategies and attempt to manage consumers' multichannel behavior, the migration of customers from traditional to new and alternative channels seems ubiquitous. The literature distinguishes two main types of customer migration strategies – forced and voluntary customer E-channel migration strategies. The purpose of this analysis will be an indication of the potential consequences of a customer migration strategy to the online channel – such a solution is increasingly applied by service providers. However, it should be aware of the consequences of such a solution – these consequences are favorable as well as unfavorable to the strategy initiator. To achieve this objective achievements of scientific literature has been analyzed.