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The impacts of e-service quality on customer behaviour in multi-channel e-services
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Sousa, Rui and Voss, Christopher (2012) The impacts of e-service quality on customer behaviour in multi-channel e-services. Total Quality Management & Business Excellence, Volume 23 (Number 7-8). pp. 789-806. doi:10.1080/14783363.2012.661139 ISSN 1478-3363.
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Official URL: http://dx.doi.org/10.1080/14783363.2012.661139
Abstract
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.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Operations Management Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Total Quality Management & Business Excellence | ||||
Publisher: | Taylor & Francis | ||||
ISSN: | 1478-3363 | ||||
Official Date: | 8 May 2012 | ||||
Dates: |
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Volume: | Volume 23 | ||||
Number: | Number 7-8 | ||||
Page Range: | pp. 789-806 | ||||
DOI: | 10.1080/14783363.2012.661139 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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