A consumer‐based view of multi‐channel service

Abstract

PurposeConsumers 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/approachThe study involves an online survey with customers selected randomly in two service industries. Empirical data are analyzed using structural equation models.FindingsCustomer 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/implicationsThe 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.Originality/valueThis 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.