All for one but does one strategy work for all?
- 11 May 2012
- journal article
- research article
- Published by Emerald in Managing Service Quality: An International Journal
- Vol. 22 (3), 310-335
- https://doi.org/10.1108/09604521211231003
Abstract
Purpose: The purpose of this paper is to explore how multichannel customers evaluate overall satisfaction across distribution channels and what the antecedents are of such satisfaction.Design/methodology/approach: A survey of bank customers in Taiwan was conducted. The total number of valid questionnaires was 479. Reliability and validity were tested. Maximum likelihood procedure of LISREL 8.8 was used to test the hypothesized structural equation model.Findings: The findings indicate that the overall satisfaction in the multichannel environment is a critical determinant of customer retention and participation. The present study also develops the antecedents of multichannel satisfaction. In the multichannel environment, perceived multichannel service quality is positively related to satisfaction, while perceived channel switching difficulty is negatively related to satisfaction.Originality/value: The present study employs the stimulus‐organism‐response (S‐O‐R) paradigm and the channel loyalty framework to better model customers' response to marketing activities in the multichannel distribution system.Keywords
This publication has 75 references indexed in Scilit:
- Reciprocal Effects Between Multichannel Retailers’ Offline and Online Brand ImagesJournal of Retailing, 2009
- A Profile of the Internet Shopper: Evidence from Six CountriesJournal of Marketing Theory and Practice, 2009
- Performance Implications of Online Entry Timing by Store-Based Retailers: A Longitudinal InvestigationJournal of Retailing, 2009
- Multichannel customer management: Understanding the research-shopper phenomenonInternational Journal of Research in Marketing, 2007
- Relationship marketing and consumer switching behaviorJournal of Business Research, 2005
- E‐services and offline fulfilment: how e‐loyalty is createdManaging Service Quality: An International Journal, 2005
- Customer retailer loyalty in the context of multiple channel strategiesJournal of Retailing, 2004
- Multichannel customer management: The benefits and challengesJournal of Database Marketing & Customer Strategy Management, 2002
- "We Gather Together": Consumption Rituals of Thanksgiving DayJournal of Consumer Research, 1991
- A Behavioral Model of Rational ChoiceThe Quarterly Journal of Economics, 1955