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The impacts of e-service quality on customer behaviour in multi-channel e-services

刊名：	Total Quality Management & Business Excellence
作者：	Rui Sousa（Catholic University of Portugal (Porto)） Chris Voss（London Business School）
刊号：	713C0106
出版年：	2012
年卷期：	2012, vol.23, no.7/8
页码：	789-806
总页数：	18
分类号：	F40
关键词：	Service quality；e-services；Multi-channel services；Customer behaviour
参考中译：
语种：	eng
文摘：	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.