Investigating the situated culture of multi-channel customer management: A case study in egypt

Maged Ali, Ali Tarhini, Laurence Brooks, Muhammad Mustafa Kamal

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)


This paper investigates the influence of national culture on customers' behavior and customers' choice of channel through the customer life cycle stages. An exploratory in-depth single case study in a multinational organization in Egypt was conducted. Specifically, 31 in-depth interviews were conducted with members of staff in marketing, IT, retail and customer services departments, and external prospects/customers. Based on an interpretive approach, the authors have articulated a situated cultural approach based on structuration theory to identify the cultural dimensions that have provided an understanding of the cultural influence on customers' channel choice. The results highlighted that verbal, human interaction, traditional shopping, and cash based were the themes for customers' channel choice through the four stages of customer life cycle. The results also show that the customers' channel choices were linked to the following Egyptian cultural dimensions: Collectivism, market price relationship, emotional, power distance, low trust, uncertainty avoidance, and universalism.

Original languageEnglish
Pages (from-to)46-74
Number of pages29
JournalJournal of Global Information Management
Issue number3
Publication statusPublished - May 1 2021


  • CRM
  • Case Study
  • Channel Management
  • Customer Channel Choice
  • Customer Lifecycle
  • Egypt
  • National Culture
  • Situated Culture
  • Structuration Theory

ASJC Scopus subject areas

  • Business and International Management
  • Computer Science Applications
  • Strategy and Management
  • Management Science and Operations Research
  • Information Systems and Management


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