João Reis, Marlene Amorim and Nuno Melão

DOI: https://doi.org/10.6000/1929-7092.2019.08.152

Published: 31 December 2019

Abstract: The purpose of this research is to report and explore new channel strategies, which allow delivering services through new digital technologies. Therefore, we have conducted an in-depth qualitative case study to generate comprehensiveness and rich knowledge. The case focused on a Private bank in Portugal and counted with several sources of data collection, gathering 42 semi-structured interviews, more than 80 direct observations and more than 3,600 internal documents, for triangulation and corroboration purposes. The results suggest that organizational synergies are changing the business landscape by encompassing triadic elements channels-services-firms. While some organizations are implementing this strategy around the world, we found that it provides greater channel freedom of choice to customers when compared with the previous strategies. Thus, our findings identify a set of potential advantages, as well as risks of adopting digital business networks as a strategy. This article also studies technology-driven solutions in business networks, as customers are becoming active co-producers.

Keywords: Digital strategies, Networks, Mobile payments, Multichannel, Framework, Service management.

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