Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl


2016 | 5 | 4 | 520-529

Article title



Title variants

Languages of publication



In terms of changing service delivery in multi-channel systems and the development of new communication/sales channels the key element of customer service becomes the ability to manage and seek synergies in using multiple service points. The aim of the article is to present the challenges must confront service providers in terms of significant changes in the distribution of services. The highest currently identified symptom of these changes is the omnichanneling strategy. The authors pointed out two major interrelated factors shaping challenges for service providers - big data and proliferation channels. The main part of the article is a list of actual challenges for service providers under transformation services distribution strategy towards omnichanneling.








Physical description




  • Marketing Department, Maria Curie Sklodowska University in Lublin (UMCS)
  • Marketing Department, Maria Curie Sklodowska University in Lublin (UMCS)


  • Beck N., Rygl D. (2015) Categorization of multiple channel retailing in Multi-,Cross-and Omni‐Channel Retailing for retailers and retailing, Journal of Retailing and Con-sumer Services, 27, 170-178.
  • Bruggen van G.H., Antia K.D., Jap S.D, Reinartz W.J., Pallas F. (2010) Managing Marketing Channel Multiplicity, Journal of Service Research, 13, 331-340.
  • Cao L., Li. L. (2015) The impact of cross-channel integration on retailers sales growth, Journal of Retailing, 91, 198-216.
  • Casadesus-Masanell R,. Ricart J.E. (2010) From Strategy to Business Models and onto Tactics, Long Range Planning, 43, 195–221.
  • Casidy R., Shin H. (2015) The effects of harm directions and service recovery strategies on customer forgiveness and negative word-of-mouth intentions, Journal of Retailing and Consumer Services, 27, 103-112.
  • Cassab H., MacLachan D.L. (2009) A consumer-based view of multi-channel service, Journal of Service Management, 20, 52-75.
  • Day G.S. (2011) Closing the Marketing Capabilities Gap, Journal of Marketing, 75, 183-195.
  • Deighton J.A., Kornfeld A. (2009) Interactivity’s Unanticipated Consequences for Marketers and Marketing, Journal of Interactive Marketing, 23 (1), 2-12.
  • Gambardella A., McGahan A.M. (2010) Business-Model Innovation: General Purpose Technologies and their Implications for Industry Structure, Long Range Planning, 43, 262-271.
  • Garbarino E., Maxwell S. (2010) Consumer response to norm-breaking pricing events in e-commerce, Journal of Business Research, 63, 1066-1072.
  • Hennig-Thurau T., Malthous E.C., Friege Ch., Gensler S., Lobschat L., Rangaswamy A., Skiera B. (2010) The Impact of New Media on Customer Relationships, Journal of Service Research, 13, 311-330.
  • Kaplan A.M., Haenlein M. (2010) Users of the world, unite! The challenges and oppor-tunities of social media, Business Horizons, 53, 59-68.
  • Konus U., Neslin S.A., Verhoef P.C. (2014) The effect of search channel elimination on purchase incidence, order size and channel choice, International Journal of Research in Marketing, 31, 49-64.
  • Kung M., Monroe K.B., Cox J.L. (2002) Pricing on the Internet, Journal of Product & Brand Management, 11, 274 – 288.
  • Leeflang P.S.H., Verhoef P.C., Dahlström P., Freundt T. (2014) Challenges and solutions for marketing in a digital era, European Management Journal, 32, 1-12.
  • Lipowski M. (2015) Czynniki warunkujące wykorzystanie usług finansowych w świetle teorii selekcji mediów, Handel Wewnętrzny, 3, 131-140.
  • Machura P., Pituła G. (2015) Social media in marketing communication in the service sector, Information Systems in Management, 4, 183-192.
  • Maity M., Dass M. (2014) Consumer decision-making across modern and traditional channels: e-commerce, m-commerce, in-store, Decision Support System, 61, 34-46.
  • Neslin S.A., Grewal. D. Leghorn R., Shankar V., Teerling M.L., Thomas J.S., Verhoef P.C. (2006), Challenges and opportunities in multichannel customer management, Journal of Service Research, 9, 95-112.
  • Nunes P.F., Cespedes F.V. (2003) The Customer Has Escaped, Harvard Business Review, 81, 96-105.
  • Shankar V., Venkatesh A., Hofacker Ch., Naik P. (2010) Mobile Marketing in the Re-tailing Environment: Current Insights and Future Research Avenues, Journal of Interactive Marketing, 24, 111-120.
  • Sivakumar K., Li M., Dong B. (2014) Service quality: the impact of frequency, timing, proximity, and sequence of failures and delights, Journal of Marketing, 78, 41–58.
  • Snijders Ch., Matzat U., Reips U.D. (2012) Big Data: Big Gaps of Knowledge in the Field of Internet Science, “International Journal of Internet Science, 7, 1-5.
  • Sorescu A., Frambach R. T., Singh J., Rangaswamy A., Bridges C. (2011) Innovations in retail business models, Journal of Retailing, 87, 3–16.
  • The data deluge (2010), The Economist, http://www.economist.com/node/15579717 [30.10.2015].
  • Verhoef P. C., Leeflang P. S. H. (2009) Understanding marketing department’s influence within the firm, Journal of Marketing, 73, 14–37.
  • Verhoef P.C., Kannan P.K., Inman J.J. (2015) From multi-channel retailing to omni-channel retailing. Introduce to the special issue on multi-channel retailing, Journal of retailing, 91, 174-181.
  • Zhang X., Jiang B. (2014) Increasing Price Transparency: Implications of Consumer Price Posting for Consumers' Haggling Behavior and a Seller's Pricing Strategies, Journal of Interactive Marketing, 1, 68-85.

Document Type

Publication order reference



YADDA identifier

JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.