13
particular newspaper
also
makes
the
readers
only
want
to
read
that
particular
newspaper whenever they are, even tough they are not in their hometown.
2.3.3 Channel Integration
Channel
integration
strategies
become
important for
several
reasons.
Customers
can
become
multi-channel
users
and
expect
to
receive
identical
information
and
service
no
matter
which
channel
they
choose.
Also,
it
can
minimize the
system
redundancy
that
is
often
created when delivery
channel are setup
to
maintain
individual delivery
systems
(Durham,
1998).
With
integrated channel,
a
firm
gives
customer
more
information
about
the
number
of
channel
choices
and
encourages
them
to
use
a
certain
channel.
Because
even
tough
a
multi-channel strategy
can
be
a
source
of
competitive
advantage,
poorly
integrated
channel
can
intervene
the business
(Srisuwan
&
Barnes,
2007).
Having
a
good
cross
channel
coordination
can
lead
to
entire
customer
satisfaction.
The
business
can
use
service
level
across
channels to
move consumers towards using a specific channel.
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