ABSTRACT

This research investigates channel choice antecedents in service industries, specifically referring to the online/offline dichotomy. We focus on continuously provided services in which prolonged interaction occurs between the provider and the customer in the post-purchase phase. Using a survey sample of 311 cross-service cases relating to bank accounts, mobile telecom, and electricity services, we identified five distinct journey patterns and tested our hypotheses on channel synergy effects and a set of customer-centered antecedents. This research advances the knowledge of customer – provider interactions and provides useful insights for service providers into how to improve customer value and retail strategies.

摘要

本研究调查了服务行业的渠道选择前因，特别是线上/线下二分法。我们专注于持续提供的服务，在购买后阶段，提供商和客户之间会发生长时间的互动。通过对涉及银行账户、移动电信和电力服务的 311 个跨服务案例的调查样本，我们确定了五种不同的旅程模式，并测试了我们关于渠道协同效应和一组以客户为中心的前提的假设。这项研究增进了客户与提供商互动的知识，并为服务提供商如何提高客户价值和零售策略提供了有用的见解。