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Enough Is Enough! The Fine Line in Executing Multichannel Relational Communication

In an effort to build long-term, profitable relationships, many companies systematically engage in multichannel relational communication—personalized messages sent to existing customers through various channels as part of a broader relationship marketing strategy. In this research, the authors examine three key drivers of relational communication effectiveness: volume of communication, mix of communication channels, and alignment of those channels with customers’ preferences. They hypothesize that customer response to relational communication follows a continuum in which reciprocity explains response to lower levels of communication, the classic ideal point describes a transition phase, and reactance explains response to higher levels of communication. They empirically test the theoretical framework by examining the impact of multichannel communication on repurchase over a three-year period. The results indicate that after the ideal level of communication is exceeded, customers react negatively. This negative response can be exacerbated by the use of multiple channels but attenuated by aligning channels with customer preferences. The findings suggest that the complex effects of multichannel communication can actually drive customers away from rather than closer to a company.