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

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

Research output: Contribution to journalArticleResearchpeer-review

22 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)208-212
Number of pages5
JournalInternational Journal of Research in Marketing
Issue number1
Publication statusPublished - 1 Mar 2016
Externally publishedYes


  • Banking services
  • Customer profitability
  • Multichannel customer management
  • Time series

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