Hybrid Marketing Channels in Service Sector Essay Example

pecialized service that involves extensive communication and information exchange between bank officers and customers. On the other hand, internet trading requires little interaction, resulting in minimal value added through the channel.

JB Were is a successful example of implementing a hybrid marketing channel. They provide A-class service to wealthy customers through individual brokers. They also offer telephone banking in the middle cells, and have recently introduced internet banking for transactions in the bottom right cell. This allows investors to seek advice from their stockbroker remotely. As customers become more knowledgeable about products and technology advances, the offering grid model tends to add more lower right-hand cells. This creates competition among service providers to offer value-added channels.

The key to success is to give enough attention to every cell, and each diagonal move can have both opportunities and challenges for managers.