61464 20200221144248.0 doi 10.1016/j.ijresmar.2015.12.007 sideral 94602 ART-2016-94602 eng Cambra-Fierro, J. Are multichannel customers really more valuable? An analysis of banking services 2016 Access copy available to the general public Unrestricted 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. info:eu-repo/grantAgreement/ES/DGA/S09-PM062 info:eu-repo/grantAgreement/ES/MICINN/ECO2014-54760 info:eu-repo/semantics/openAccess by-nc-nd http://creativecommons.org/licenses/by-nc-nd/3.0/es/ 1.775 2016 BUSINESS 71 / 121 = 0.587 2016 Q3 T2 1.768 2016 Marketing 2016 Q1 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Kamakura, W.A. (orcid)0000-0002-2620-0639 Melero-Polo, I. Universidad de Zaragoza (orcid)0000-0001-5321-8052 Sese, F.J. Universidad de Zaragoza 4012 650 Universidad de Zaragoza Dpto. Direcc.Organiza.Empresas Área Organización de Empresas 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 33, 1 (2016), 208-212 Int. j. res. mark. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING 0167-8116 199332 http://zaguan.unizar.es/record/61464/files/texto_completo.pdf Postprint 49325 http://zaguan.unizar.es/record/61464/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:61464 articulos driver 2020-02-21-13:26:16 ARTICLE