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Creating customer value through omnichannel service delivery: a study of the French insurance market

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Abstract

This study presents a conceptual framework that identifies how service companies can create customer value through an omnichannel service delivery. Extant knowledge is synthesized to develop an integrated framework that identifies the building blocks, modifiers, enablers and drivers of customer perceived value built by an omnichannel service delivery. Insights are drawn from the omnichannel literature and combined with qualitative data from senior managers responsible for the development of the omnichannel strategy for major players in the French insurance industry. The study arrives at the following conclusions. First, the building blocks of customer perceived value provided by an omnichannel service delivery—customer effort, service quality, integration quality and trust—are identified. Second, the relevance of the building blocks is found to vary based on the levels of product and activity complexity. Third, customer information management and IT infrastructures are identified as key enablers of an omnichannel service delivery. Finally, support and further clarification are provided for the drivers of the implementation of a successful omnichannel strategy: company, customer, channel relationships and environmental factors. This study responds to calls for strategic studies to integrate multiple variables and takes a holistic and managerial perspective on omnichannel strategies in a service context.

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Correspondence to Ilaria Dalla Pozza.

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Dalla Pozza, I. Creating customer value through omnichannel service delivery: a study of the French insurance market. J Financ Serv Mark 29, 392–405 (2024). https://doi.org/10.1057/s41264-023-00211-1

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