Lexus assesses multichannel experience consistency

The luxury car brand Lexus has worked with the Multi-channel Marketing Best Practice Club at the Cranfield School of Management, UK to assess the relative importance of consistency between channels. The pertinent results of this study are presented in Table 2.6. It can be seen that, as might be expected, the showroom experience is very important to the overall attitude towards the brand and purchase intent. The importance of the web site experience quality is also notable and especially its role in the propensity to recommend - the Lexus customer can readily recommend the web site to a friend or a colleague. So, it is the interactive channels that deliver the best experience, as would be expected.

Table 2.6 The impact of channel experience on customer relationship

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