Multiple channel integration strategy and implementation: Empirical evidence from retail bank and technology partner firms’ perspectives

This paper presents research evidence on multiple channel integration strategy and implementation as it emerges from two stakeholders in the process: firms planning and undertaking channel integration and technology partner firms enabling the implementation. Qualitative research conducted with a UK retail bank and technology partner firms provides evidence on convergence and divergence of views on issues and activities pertaining to conceptualising multiple channel integration strategy and implementation. The research findings identify issues from outside the organisation (macro issues) and within the organisation (micro issues) that together affect channel integration implementation and can impact on the bank-customer relationships.