The impacts of e-service quality on customer behaviour in multi-channel e-services
| Autor: | Rui Sousa, Christopher A. Voss |
|---|---|
| Přispěvatelé: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Jazyk: | angličtina |
| Rok vydání: | 2012 |
| Předmět: |
E-services
Service (business) Service quality Customer retention Service delivery framework business.industry media_common.quotation_subject Advertising Multi-channel services General Business Management and Accounting Customer behaviour Phone Quality (business) The Internet Business Marketing media_common |
| Zdroj: | Repositório Científico de Acesso Aberto de Portugal Repositório Científico de Acesso Aberto de Portugal (RCAAP) instacron:RCAAP |
| ISSN: | 1478-3371 1478-3363 |
| Popis: | A large number of e-services are multi-channel (MC), combining the Internet with other channels of service delivery, such as the phone and physical facilities. As a result, online customers frequently engage in MC behaviour. Existing research examining the impact of quality on behavioural intentions in e-services has not adequately recognised their MC nature. In order to address this gap, this study sets out to examine the following two-pronged impacts of e-service quality on customer behaviour in an MC e-service: (i) the impact on e-loyalty behavioural intentions; (ii) the impact on customer channel behaviour. Perceptual and objective data were collected from multiple sources in a major retail MC e-banking service. Two basic groups of online customers in terms of channel behaviour were found - Internet-Focused (IF) and MC - with the latter exhibiting a balanced use of channels and being more loyal, older, less educated and less experienced with the e-service. Data analyses revealed that e-service quality had a strong impact on e-loyalty intentions; but did not have an impact on customer channel behaviour. E-service quality does not seem to be an effective lever for influencing customer channel behaviour; however, it is a key driver of e-loyalty intentions. The results raise the possibility that migration of customer interactions to the Internet channel may reduce e-loyalty intentions. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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