Reis, João Carlos Gonçalves dosAmorim, Marlene Paula CastroMelão, Nuno Filipe Rosa2017-01-092017-01-092014Reis, J., Amorim, M., Melão, N. (2014). Research Opportunities in Multi-channel Services: A Systematic Review. 21st EurOMA Conference on Operations Management in an Innovation Economy, Palermo, 20-25th of Junehttp://hdl.handle.net/10400.26/17370The present study presents the results of a systematic review on multi-channel services, to synthesize the existing body of knowledge and propose avenues for further research. We present theories that are widely corroborated, as well as suggestions presented by scholars that represent research opportunities. Towards this aim, using a comprehensive review of 118 peer-reviewed articles, the results suggest that existing studies are mainly focused on the analysis of consumer interactions with multi-channel front-office services, whereas the management of back-office processes and control aspects remain largely undressed. These topics represent strategic challenges and opportunities for future research.engSystematic reviewMulti-channel servicesBack-office processesconference object