全部 标题 作者
关键词 摘要

OALib Journal期刊
ISSN: 2333-9721
费用:99美元

查看量下载量

相关文章

更多...

The Issue of Multichannel Integration, a Key Challenge for Service Firms in a Context of Multichannel Services Distribution

DOI: 10.5539/ibr.v6n2p160

Full-Text   Cite this paper   Add to My Lib

Abstract:

The multiplication of channels of distribution is no longer in itself today a factor of differentiation for a company. So firms that are opening to multichannel distribution strategy work increasingly on globalizing patterns, on a combined management of all their channels. In particular, multichannel integration has become one of the key issues service firms face. The objective of this paper is to investigate the benefits and challenges of multichannel integration. A qualitative study was conducted in a French retail bank. Results showed that multichannel integration can allow firms to maximize their profitability but also to create more value-adding to customer experience and thus to better satisfy him. Managerial implications and areas for future research are provided.

Full-Text

Contact Us

service@oalib.com

QQ:3279437679

WhatsApp +8615387084133