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“Are multichannel customers really more valuable? An analysis of banking services”

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  • Cambra-Fierro, Jesús
  • Kamakura, Wagner A.
  • Melero-Polo, Iguacel
  • Sese, F. Javier

Abstract

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.

Suggested Citation

  • Cambra-Fierro, Jesús & Kamakura, Wagner A. & Melero-Polo, Iguacel & Sese, F. Javier, 2016. "“Are multichannel customers really more valuable? An analysis of banking services”," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 208-212.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:1:p:208-212
    DOI: 10.1016/j.ijresmar.2015.12.007
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    References listed on IDEAS

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    1. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    2. Dennis Campbell & Frances Frei, 2010. "Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel," Management Science, INFORMS, vol. 56(1), pages 4-24, January.
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    Cited by:

    1. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    2. Hu, Tun-I & Tracogna, Andrea, 2020. "Multichannel customer journeys and their determinants: Evidence from motor insurance," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Itani, Omar S. & Jaramillo, Fernando & Paesbrugghe, Bert, 2020. "Between a rock and a hard place: Seizing the opportunity of demanding customers by means of frontline service behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
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    6. Barwitz, Niklas, 2020. "The relevance of interaction choice: Customer preferences and willingness to pay," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    7. Negar Jalilian & Seyed Mahmoud Zanjirchi & Alireza Naser Sadrabadi & Ahmadreza Asgharpourmasouleh & Mark Goh, 2021. "Agent-Based Approach to Configure Processes in Iran’s Banking Service Supply Chain," Sustainability, MDPI, vol. 13(14), pages 1-23, July.
    8. Mencarelli, Rémi & Rivière, Arnaud & Lombart, Cindy, 2021. "Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
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    10. Shahid, Shadma & Islam, Jamid Ul & Malik, Shehla & Hasan, Uzma, 2022. "Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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