A consumer‐based view of multi‐channel service

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.Research limitations/implications – The measures d...

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