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Single versus multiple channel strategies: typologies and drivers

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  • Chris Easingwood
  • Filipe Coelho

Abstract

Companies across every industry are increasingly relying on multiple channels to make their services available to consumers. Despite the popularity of multiple channel strategies, little is known about these distribution structures. In fact, the determinants of multiple channel strategies have remained virtually unexplored. The purpose of this article is to look at various approaches to classifying single versus multiple channel strategies, to look at some of the drivers of multichannel usage and to propose a new classification of single/multiple channels. Using data from the retail financial services sector, the article demonstrates that research into the drivers of multi-channels is sensitive to the classification used.

Suggested Citation

  • Chris Easingwood & Filipe Coelho, 2003. "Single versus multiple channel strategies: typologies and drivers," The Service Industries Journal, Taylor & Francis Journals, vol. 23(2), pages 31-46, March.
    • Handle: RePEc:taf:servic:v:23:y:2003:i:2:p:31-46
    DOI: 10.1080/02642060412331300872
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    Cited by:

    1. Matthyssens, Paul & Buyl, Tine, 2005. "From Product to Total Solution: An Enriched Channel Perspective," Research Papers 24172, University of Antwerp, Faculty of Applied Economic Sciences.
    2. Trigo Gamarra, Lucinda, 2007. "Single- versus multi-channel distribution strategies in the German life insurance market: A cost and profit efficiency analysis," Thuenen-Series of Applied Economic Theory 81, University of Rostock, Institute of Economics.
    3. 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.

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