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Multi-channel business operations are standard practice in most business contexts today. The popularity of multi-channel adoption among developing countries is growing fast. In Bangladesh, the retailers who adopted multi-channel retailing have been getting a very good response from the consumers. This study aims to understand the factors that influence manufacturers’ decisions to adopt multiple channels in Bangladesh. The authors applied an extended technology acceptance model with three variables: business innovation, business competition and consumer satisfaction.

Partial least squares-structural equation modeling was applied to test the data collected from 157 companies and relevant hypotheses.

The study findings show that Bangladeshi manufacturers are positive about, and expect benefits from, applying the new channel. The study also revealed that customer satisfaction considerably affects multi-channel adoption in Bangladesh. Similarly, business innovation and business competition play a significant role in introducing multiple business channels.

This research was conducted in Bangladesh, and data are collected from Dhaka and Chittagong that may limit the generalizability of findings.

The research goal was to understand a manufacturer’s perception to adopt multi-channel in business. The proposed research model was able to address the major factors that drive a manufacturer to introduce multiple business channels, especially in Bangladesh.

Many research and case studies have been done the past couple of decades, but most of them are consumer oriented. Little research has been done to investigate a manufacturer’s point of view adapting innovation in business. Though some research articles are available online, most of them from developed countries. So, the study’s goal was to study developing countries scenario; thus, the authors choose Bangladesh.