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A model of the antecedents of multiple channel usage

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  • Coelho, Filipe
  • Easingwood, Chris

Abstract

The number of companies using multiple channels in the distribution of each of their products is increasing steadily. Despite this popularity, the drivers of these channel strategies remain virtually unknown. This work attempts to deal with this problem by developing a model regarding the circumstances under which companies adopt multiple channel strategies. Data collected from companies in the UK financial services industry provide significant empirical support to the model. The results indicate that product sophistication, market target sophistication, channel conflict, market maturity, scope economies, and competitive strength, are important considerations in the multi-channel move.

Suggested Citation

  • Coelho, Filipe & Easingwood, Chris, 2008. "A model of the antecedents of multiple channel usage," Journal of Retailing and Consumer Services, Elsevier, vol. 15(1), pages 32-41.
    • Handle: RePEc:eee:joreco:v:15:y:2008:i:1:p:32-41
    DOI: 10.1016/j.jretconser.2007.03.002
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    References listed on IDEAS

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    Cited by:

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    2. Cortiñas, Mónica & Chocarro, Raquel & Villanueva, María Luisa, 2010. "Understanding multi-channel banking customers," Journal of Business Research, Elsevier, vol. 63(11), pages 1215-1221, November.
    3. Acquila-Natale, Emiliano & Iglesias-Pradas, Santiago, 2020. "How to measure quality in multi-channel retailing and not die trying," Journal of Business Research, Elsevier, vol. 109(C), pages 38-48.
    4. Acquila-Natale, Emiliano & Iglesias-Pradas, Santiago, 2021. "A matter of value? Predicting channel preference and multichannel behaviors in retail," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    5. Torres de Oliveira, Rui & Indulska, Marta & Steen, John & Verreynne, Martie-Louise, 2020. "Towards a framework for innovation in retailing through social media," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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