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The value of multi-channel distribution systems in the financial services sector

journal contribution
posted on 2023-06-08, 22:11 authored by Christopher Easingwood, Chris StoreyChris Storey
An examination of the use of multiple distribution channels in the marketing of financial products in the UK is conducted. A cluster analysis of 153 new financial products shows that 85 per cent of the products belong in one of three multi-channel distribution channels: a ‘Balanced’ strategy draws on all the distribution routes; ‘Network’ strategies utilise a network of outlets; ‘Arm's Length’ strategies employ those channels such as direct mail, direct response advertising or intermediaries that do not involve direct contact between company staff and customers. Finally, an association between the use of multiple channels, especially if they are used intensively, and success is demonstrated. Success is estimated both on a single overall scale but also on a number of sub-dimensions.

History

Publication status

  • Published

Journal

The Service Industries Journal

ISSN

0264-2069

Publisher

Taylor & Francis

Issue

2

Volume

16

Page range

223-241

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2015-08-21

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    University of Sussex (Publications)

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