Identifying Cross-Channel Dissynergies for Multichannel Service Providers

Abstract

In this article, the authors propose that in a multichannel environment, evaluative conflicts (dissynergies) between service channels exist. Building on status quo bias theory, they develop a model that relates offline channel satisfaction to perceptions about a new self-service channel. Data were collected from 639 customers currently using offline investment banking. Results show that offline channel satisfaction reduces the perceived usefulness and enhances the perceived risk of the online channel. These inhibiting effects represent a status quo bias. Trust in the bank shows both adoption-enhancing effects and an adoption-inhibiting effect. Finally, the negative relationship between offline channel satisfaction and perceived usefulness is significantly stronger for men, older people, and less experienced Internet users. This study has both theoretical and managerial relevance as it helps to understand consumer behavior in multichannel environments and provides implications for the design of multichannel service strategies.

Designing service systems by bridging the “front stage” and “back stage”

“…These ''multichannel'' services have both person-to-person contact and self-service or ''virtual'' channels (Sousa and Voss 2006). Recent studies on quality for multichannel services confirm that customer expectations for the virtual channel are often different than for the person-toperson (or ''physical'') channel (Falk et al 2007). Furthermore, customers are influenced by the extent of integration and consistency between the two channels.…”

Customer Experience Creation: Determinants, Dynamics and Management Strategies

“…And, much of that research to date has focused on determinants of customers' intentions to adopt and use selfservice technologies (referred to hereafter as SSTs). Key studies in that genre include Dabholkar and Bagozzi (2002), Curran, Meuter, and Surprenant (2003), Montoya-Weiss, Voss, and Grewal (2003), Meuter et al (2005), and Falk et al (2007). Some studies have also examined the consequences of SST usage in terms of impact on outcome constructs such as perceived waiting times (Weijters et al 2007), customer satisfaction/dissatisfaction (Holloway and Beatty 2008;Meuter et al 2000;Weijters et al 2007), and customer loyalty (Selnes and Hansen 2001).…”

Sesgos cognitivos y uso del e-gobierno. Una perspectiva conductual

“…Es por ello que la inercia se define como una secuencia aprendida de actos que convertidos en respuestas automáticas ante asuntos específicos resultan funcionales (Verplanken y Aarts, 1999). La inercia afecta a la disposición de los consumidores a probar e-servicios o nuevas tecnologías (Falk et al, 2007) Dentro de los factores inconscientes que condicionan el comportamiento presenta una especial relevancia la resistencia, definida como el rechazo ofrecido por las personas, tanto porque supongan cambios en un statu quo satisfactorio como un conflicto con su estructura de creencias (Patsiotis et al, 2013). La resistencia se refiere a una fuerza que dificulta la innovación, que en el ámbito de los SI se define como la oposición -o reacción adversa-de un usuario hacia el cambio vinculado con su implantación (Kim y Kankanhalli, 2009).…”