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Multi-Channel Choice in Retail Banking Services: Exploring the Role of Service Characteristics

Hummel, Dennis; Schacht, Silvia; Mädche, Alexander


Companies are moving towards omni-channel management offering all products and services on all channels. Yet, some of these investments might be obsolete as certain products are associated with certain channels. At this point, service companies are still left behind as past research focused on product categories and it remains unclear if the results are transferrable to services. Our study addresses this gap by analyzing the influence of service characteristics on channel choice. We tested our research model by surveying 2,000 banking customers in Germany on their past channel choices for five financial services. The results show that complex services with a high value are rather purchased in a branch than the online channel. Thereby, demographics and behavior-related constructs are important control variables. The results improve the understanding of channel choice behavior in a multi-channel context for services and provide guidance for practitioners to right-channel IT investments.

Zugehörige Institution(en) am KIT Fakultät für Wirtschaftswissenschaften – Institut für Informationswirtschaft und Marketing (IISM)
Publikationstyp Proceedingsbeitrag
Publikationsjahr 2017
Sprache Englisch
Identifikator KITopen-ID: 1000065005
Erschienen in 13th International Conference on Wirtschaftsinformatik, Wirtschaftsinformatik 2017 (WI-2017), St. Gallen, 12-15 February 2017
Seiten 619-633
Externe Relationen Abstract/Volltext
Schlagwörter Multi-Channel Choice, Omni-Channel Management, Service Characteristics, Retail Banking Services, Multinomial Logistic Regression
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