A consumer-based view of multi-channel service

摘要

Purpose - Consumers increasingly experience multi-channel service and a significant challenge for the service organization is to ensure that the design of the multi-channel interface contributes to the service experience and helps to build bonds with customers. The purpose of this paper is to elucidate four features (i.e. problem-handling, record accuracy, usability, and scalability) used by customers to evaluate multi-channel service and investigates their impact on customer relationship and loyalty intentions. Design/methodology/approach - The study involves an online survey with customers selected randomly in two service industries. Empirical data are analyzed using structural equation models. Findings - Customer evaluations of the multi-channel service interface have a strong influence on customer trust in the organization but a negligible impact on customer commitment. Trust, however, has a positive effect on commitment, thus enhancing customer loyalty.rnResearch limitations/implications - The measures developed in the study represent a summary account for considerations involving multi-channel service. However, the ability to capture the hypothesized roles of the multi-channel service interface suggests a robust foundation for future research. These consumer-based measures provide managers with a blueprint allowing for the integrated analysis and design of customer touch points.rnOriginality/value - This paper provides key variables to advance the study of multi-channel service. Ways are suggested in which firms can benefit from a view of their service channels as an interface system to inform effective service design strategies.