Multiple channel systems in services: Pros, cons and issues

Abstract

The number of companies in the services sector making use of two or more channels of distribution to market their products is increasing steadily, and this strategy is expected to become the dominant channel design. Nonetheless, research on the design of multiple channel systems is decidedly sparse. This article attempts to make a contribution to this topic by discussing the possible benefits of a multi-channel distribution strategy, the possible drawbacks and by discussing a number of issues that emerge. Finally the potential contribution of a number of research perspectives to a better understanding of the drivers of a multiple channel system is discussed. © 2004 Taylor & Francis Ltd