Multi-channel banking and stakeholders' perceptions in Emirati and Italian banks

The results show that banks have to pay close attention to the synergies and relationships among different channels, developing an integrated communication process. The proliferation of both offline and online contact points adds further complexity. In this context, banks have to integrate and reconcile the different sources of information for a holistic overview of the customer, in order to be able to provide a consistent experience across channels.The empirical data collection method used for this study is the semi-structured interview and the questionnaire