Cortiñas, Mónica; Chocarro, Raquel; Villanueva, … - In: Journal of Business Research 63 (2010) 11, pp. 1215-1221
This paper contributes to the knowledge of the impact of the multi-channel strategy by analyzing its effects on one key aspect of the behavior of financial services customers. We analyze the factors influencing the extent of multi-channel shopping. Using a customer database, the study estimates...