Atlantis Institut des Sciences Fictives

Resumen: Conventional 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.
Idioma: Inglés
DOI: 10.1016/j.ijresmar.2015.12.007
Año: 2016
Publicado en: INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING 33, 1 (2016), 208-212
ISSN: 0167-8116
Factor impacto JCR: 1.775 (2016)
Categ. JCR: BUSINESS rank: 71 / 121 = 0.587 (2016) - Q3 - T2
Factor impacto SCIMAGO: 1.768 - Marketing (Q1)

Financiación: info:eu-repo/grantAgreement/ES/DGA/S09-PM062
Financiación: info:eu-repo/grantAgreement/ES/MICINN/ECO2014-54760
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Organización de Empresas (Dpto. Direcc.Organiza.Empresas)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
Exportado de SIDERAL (2020-02-21-13:26:16)


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