Consumer preferences for online and offline resources in the process of buying a high involvement service bundle: a qualitative exploration

Adding online resources to a promotional mix adds a new level of complexity to marketing communications. The challenge for marketers is to retain a focus on value delivery which requires understanding both main effects and interactions between communication and promotional methods. This paper reports a qualitative study preceding a non-discrete choice experiment simulation to research information source effects at different stages of the buying process for different service types.