A multichannel strategy is one in which customers are approached through several channels, such as by telephone, in store and online. Dirck Heinhuis's research was directed at building a model that can explain consumers' multichannel behaviour.
His research was conducted under the Amsterdam University of Applied Sciences/Hogeschool van Amsterdam doctoral track scheme for internal lecturers.
D. Heinhuis, Modeling Customer Behavior in Multichannel Service Distribution: A Rational Approach.
Prof. R.E. Maes
Dr E.J. de Vries (Haagse Hogeschool/HAN)
Free of charge