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- The impacts of e-service quality on customer behaviour in multi-channel e-servicesPublication . Sousa, Rui; Voss, ChrisA 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 theirMC nature. In order to address this gap, this study sets out to examine the following twopronged 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.
- “Futurizing” smart service: implications for service researchers and managersPublication . Wunderlich, Nancy V.; Heinonen, Kristina; Ostrom, Amy L.; Patricio, Lia; Sousa, Rui; Voss, Chris; Lemmink, Jos G. A. M.Purpose – The purpose of this paper is to craft a future research agenda to advance smart service research and practice. Smart services are delivered to or via intelligent objects that feature awareness and connectivity. For service researchers and managers, one of the most fascinating aspects of smart service provision is that the connected object is able to sense its own condition and its surroundings and thus allows for real-time data collection, continuous communication and interactive feedback. Design/methodology/approach – This article is based on discussions in the workshop on “Fresh perspectives on technology in service” at the International Network of Service Researchers on September 26, 2014 at CTF, Karlstad, Sweden. The paper summarizes the discussion on smart services, adds an extensive literature review, provides examples from business practice and develops a structured approach to new research avenues. Findings – We propose that smart services vary on their individual level of autonomous decision-making, visibility and embeddedness in objects and customer lives. Based on a discussion of these characteristics, we identify research avenues regarding the perception and nature of smart services, the adoption of smart services, the innovation through smart services as well as regarding the development of new business models. Originality/value – Smart services is a new emerging topic in service marketing research, their implications on organizations, customers and the service landscape have not been fully explored. We provide a fresh perspective on service research by characterizing relevant aspects of smart service that will stimulate fruitful future research and advance the understanding and practice of smart services.