Interaction channel choice in a multichannel environment, an empirical study

Purpose – The purpose of this paper is to investigate consumer channel preferences and the motives that induce consumers to use a particular channel in a context of multichannel contact. Design/methodology/approach – This paper analyses some factors that influence consumer behaviour in channel selection through an empirical study in the financial sector. Some hypotheses are presented and tested. Findings – The paper reveals the influence of some variables (perceived convenience, social relationships, knowledge of channel and privacy) on the channel selected (counter, ATM or internet) for the performance of certain operations with the company. Research limitations/implications – To generalise these findings this study needs to be replicated in other geographical areas and companies. Practical implications – The multichannel contact centre is one of the fundamental pillars of customer relationship management. It is not enough simply to have the necessary technology (hardware, software and telecommunications). Companies must investigate consumer channel preferences and the motives that induce consumers to use a particular channel. Originality/value – This study is a reflection on the new environment of the relationship between companies and their clients due to the influence of new information and communication technologies. In this new context, knowledge of the consumer is as necessary as knowledge of the technology.