Information Systems Guest Speaker Series with Dr. Manuel Trenz on Monday, June 20th, 2016

In the context of our “Information Systems Guest Speaker Series”, Dr. Manuel Trenz from the University of Augsburg will give a talk entitled “Disentangling the Impact of Multichannel Services on Consumer Evaluations and Decisions in Integrated Sales Channels” at the University of Bayreuth. The guest speech will take place on Monday, June 20th, 16:00 – 17:30 in room 3.03 in the office of the Fraunhofer Project Group Information Systems, Wittelsbacherring 10, Bayreuth. No prior registration is required.

With digitalization blurring the boundaries between physical and virtual environments, most ‘brick-and-mortar’ retailers have turned to online channels as a means of expanding their businesses. Increasingly, these multichannel retailers have come under immense pressure from pure online retailers because their physical infrastructure has eroded their ability to compete price-wise. Although the aforementioned physical infrastructure could also present opportunities for multichannel retailers to differentiate themselves by offering integrated multichannel services, the appeal of such services has not been fully comprehended by either researchers or practitioners. To this end, this paper endeavors to account for the impact of different multichannel integration services on consumers’ channel preferences. In contrast to the common assumption that online offerings are being evaluated based on the characteristics of the website and other online information, the explosive growth in multichannel retailers and the emergency of channel-spanning service offerings requires an extended perspective on the evaluation of online services. Bridging the gap between diagnostic and prescriptive studies on multichannel commerce, we explore the competitive advantage of multichannel integration services. An experimental study sheds light on the intricate relationships between the perceptions of multichannel integration services for acquisition and recovery and their outcomes. Results indicate that the appeal of integrated multichannel offerings differs from that of prior research on pure online and pure offline channel options. Accordingly, channel convergence requires research to adapt to technological advancements and embrace a more complex view when investigating multichannel commerce.


Manuel Trenz is assistant professor of the Chair for Information Systems and Management at the University of Augsburg. He is also appointed as a research associate at the research department for "Information and Communication Technologies" (ICT) of the Centre for European Economic Research (ZEW). He holds a Ph.D. from the Business School of the University of Mannheim, Germany, where he was a scholar in the Operations and Information Systems program of the Graduate School of Economic and Social Sciences. During his PhD, he spent four months at the Marshall School of Business, University of Southern California. His research focuses on the convergence of digital and physical sales channels and the implications of innovative IT services on user perceptions and behavior.


Contact: Prof. Dr. Nils Urbach

Universität Bayreuth -