Integrated communication is an effective strategic tool that enables creating and maintaining tight dialogue and cooperation between service providers and consumers, managing communication chaos, information flow, matching consumers’ needs. Its successful application requires reorganizing the communication processes, implementing their strategic changes, introducing new attitudes towards work and new culture, striving for overall synergy. Under such changes, this article aims at identifying the hurdles hindering the effective integration of smooth service providers and consumers’ communication. Testing hypotheses based on a survey demonstrates that hurdles reflecting employees’ competences, integrated communication development resources and result evaluation are more frequent in the stage of communication channel integration than in the functional one.

DOI: https://doi.org/10.3846/bm.2016.26