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Rethinking Multichannel Management in a Digital World : A Decision Model for Service Providers

Title data

Hosseini, Sabiölla ; Oberländer, Anna Maria ; Röglinger, Maximilian ; Wolf, Thomas:
Rethinking Multichannel Management in a Digital World : A Decision Model for Service Providers.
2015
Event: 12th International Conference on Wirtschaftsinformatik (WI) , 04.03.-06.03.2015 , Osnabrück, Germany.
(Conference item: Conference , Paper )

Official URL: Volltext

Abstract in another language

Digitization empowers customers and creates corporate opportunities. Among others, new technologybased communication channels enable and force service providers into interacting with customers in a more target-oriented manner. Though crucially needed in practice, academic literature offers no approaches for determining a service provider’s multichannel strategy that balance the process and the customer perspective and that build on a thorough economic analysis. Academic literature neither considers individual steps of the purchase decision process nor customers’ channel switching behavior. Thus, we propose a decision model that helps determine an appropriate multichannel strategy, i.e., which steps of the purchase decision process should be supported by which channels for which service offerings. In line with value-based management, the decision model values multichannel strategies in terms of their present value cash flow effects. Finally, we demonstrate the model’s applicability using the multichannel setting of an international financial service provider as example.

Further data

Item Type: Conference item (Paper)
Refereed: Yes
Keywords: Multichannel management; channel switching; decision model; customer relationship management; digitization
Institutions of the University: Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Professorship Business Information Systems and Value Oriented Process Management
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Professorship Business Information Systems and Value Oriented Process Management > Professorship Business Information Systems and Value Oriented Process Management - Univ.-Prof. Dr. Maximilian Röglinger
Research Institutions
Research Institutions > Research Centres > Forschungszentrum für Modellbildung und Simulation (MODUS)
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering
Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management
Research Institutions > Research Centres
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 09 Apr 2015 09:03
Last Modified: 12 Mar 2019 15:57
URI: https://eref.uni-bayreuth.de/id/eprint/9851