This research is engaged in identifying and linking different research findings in the wide area of online and offline channel design that is based on the possibility of offering multichannel design. Recent marketing trends have shown that suppliers of products/services are very interested in inventing different new web-based channels and social networks as selling channels and communication outlets in addition to conventional offline channels. This current study attempts to review literature in this area that is addressing the apparently fragmented, but theoretically connected, issues, such as channel strategy, multichannel design criteria, optimisation of channel switching, consumer channel selection criteria, consumer preferences in adopting any channel, consumer attitudes towards online advertisements, market segmentation based on consumer psycho-social traits for channel selection, and a comparative analysis between conventional and online channels. Through a detailed literature review, this study has identified the limitations of these research articles and acknowledged research gaps. Based on those research gaps, a set of sequential recommendations are stated to advance the theoretical and managerial gap in marketing research on multichannel design reflecting consumer integrative behaviour.

Additional Metadata
Keywords CHANNEL PREFERENCES, CHANNEL SELECTION CRITERIA, CONSUMER BEHAVIOUR, MARKETING CHANNEL, MULTICHANNEL BEHAVIOUR, ONLINE CHANNEL, SERVICE OUTPUT DEMAND, SERVICE OUTPUT SUPPLIED
Persistent URL dx.doi.org/10.1362/146934716x14636478977674
Journal The Marketing Review
Citation
Shareef, Mahmud Akhter, Dwivedi, Yogesh K., & Kumar, V. (2016). Exploring multichannel design: Strategy and consumer behaviour. The Marketing Review, 16(3), 235–263. doi:10.1362/146934716x14636478977674