000061464 001__ 61464
000061464 005__ 20200221144248.0
000061464 0247_ $$2doi$$a10.1016/j.ijresmar.2015.12.007
000061464 0248_ $$2sideral$$a94602
000061464 037__ $$aART-2016-94602
000061464 041__ $$aeng
000061464 100__ $$aCambra-Fierro, J.
000061464 245__ $$aAre multichannel customers really more valuable? An analysis of banking services
000061464 260__ $$c2016
000061464 5060_ $$aAccess copy available to the general public$$fUnrestricted
000061464 5203_ $$aConventional wisdom suggests that multichannel customers are more profitable. With a focus on goods, Kushwaha and Shankar (2013) demonstrate that it depends on the type of product purchased. Our study looks at the profit implications of multichannel customers in services (banking). Our research shows that fully multichannel customers (using all channels available) are not the most profitable for service firms. We find that concentrating the interactions through high-margin channels as well as using specific dual-channel combinations produce improvements in profitability.
000061464 536__ $$9info:eu-repo/grantAgreement/ES/DGA/S09-PM062$$9info:eu-repo/grantAgreement/ES/MICINN/ECO2014-54760
000061464 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000061464 590__ $$a1.775$$b2016
000061464 591__ $$aBUSINESS$$b71 / 121 = 0.587$$c2016$$dQ3$$eT2
000061464 592__ $$a1.768$$b2016
000061464 593__ $$aMarketing$$c2016$$dQ1
000061464 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000061464 700__ $$aKamakura, W.A.
000061464 700__ $$0(orcid)0000-0002-2620-0639$$aMelero-Polo, I.$$uUniversidad de Zaragoza
000061464 700__ $$0(orcid)0000-0001-5321-8052$$aSese, F.J.$$uUniversidad de Zaragoza
000061464 7102_ $$14012$$2650$$aUniversidad de Zaragoza$$bDpto. Direcc.Organiza.Empresas$$cÁrea Organización de Empresas
000061464 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000061464 773__ $$g33, 1 (2016), 208-212$$pInt. j. res. mark.$$tINTERNATIONAL JOURNAL OF RESEARCH IN MARKETING$$x0167-8116
000061464 8564_ $$s199332$$uhttps://zaguan.unizar.es/record/61464/files/texto_completo.pdf$$yPostprint
000061464 8564_ $$s49325$$uhttps://zaguan.unizar.es/record/61464/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000061464 909CO $$ooai:zaguan.unizar.es:61464$$particulos$$pdriver
000061464 951__ $$a2020-02-21-13:26:16
000061464 980__ $$aARTICLE