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

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.