Interaction of channels within a context of multichannel services distribution: the issue of multi-channel integration, a key challenge for service firms

The multiplication of channels of distribution is no longer in itself today a factor of differentiation for a company. So firms that are opening to multi-channel work increasingly on globalizing patterns, on a combined management of all their channels providing them greater profitability and greater customer satisfaction. Focusing in particular on multiple channels of distribution federated by a single sign (brand), the objective of this paper is to examine how the interaction between channels through the multi-integration channel can constitute a factor of differentiation and a source of competitive advantages for firms. We focus on the case study of benefits and difficulties of integrating multiple channels in a French retail bank.