Creating Customer Value through Multichannel Service Delivery: A Study of the French Insurance Market: An Abstract

Today, customers have a choice of channels through which they can transact, communicate, interact and complain. This contemporary landscape opens up new opportunities for businesses. At the same time, it brings challenges in the form of channel integration and management and a need to understand new forms of customer behaviour and the changing drivers of customer value. Against this backdrop, this study presents an integrated conceptual framework that provides theoretical and managerial guidance on how service companies can create customer value through multichannel service delivery.