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The moderating effect of channel use on the quality-loyalty relationship in multi-channel e-services

2012Journal article Restricted access
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dc.contributor.authorSousa, Rui
dc.date.accessioned2013-05-15T16:47:09Z
dc.date.available2013-05-15T16:47:09Z
dc.date.issued2012
dc.description.abstractPurpose – Services provided through the internet (e-services) are typically offered as part of a broader Multi-Channel (MC) service package, combining these services with services delivered through traditional channels (e.g. phone, physical facilities). Customers of e-services display heterogeneity in channel use, ranging from customers with a high Degree of Focus on the Internet (DFI) channel (internet-oriented customers) to customers with a low DFI (low focus on the internet and strong reliance on traditional channels). The purpose of this study is to examine whether a customer’s DFI moderates the relationship between e-service quality (eSQ) and e-loyalty behavioral intentions in an MC e-service. Design/methodology/approach – Perceptual and objective data were collected from multiple sources in a major retail MC e-banking service (survey of online customers, transactional data and customer database). Findings – First, there is high diversity in DFI among e-service customers; second, a customer’s DFI negatively moderates the quality-loyalty relationship. Research limitations/implications – The study should be extended to other types of e-services. Practical implications – eSQ seems to be a more important driver of e-loyalty behavioral intentions for low DFI customers than for high DFI (internet-oriented) customers. Different strategies may need to be employed to drive retention across customers with different levels of DFI. Specifically, driving e-loyalty among internet-oriented customers may require complementing eSQ investments with additional retention mechanisms (e.g. building communities or creating switching barriers). DFI should be recognized as a useful and readily available customer segmentation variable for devising loyalty strategies. Originality/value – The study pioneers the examination of the impact of channel use on the quality-loyalty relationship. It breaks new ground in proposing DFI as a relevant customer segmentation variable for e-service research and practice. External validity is enhanced by the use of objective (rather than self-reported), real-world data to measure customer channel use.por
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.citationSOUSA, Rui - The moderating effect of channel use on the quality-loyalty relationship in multi-channel e-services. International Journal of Quality & Reliability Management. ISSN 0265-671X. Vol. 29, n.º 9 (2012), p. 1019-1037por
dc.identifier.doi10.1108/02656711211272935
dc.identifier.issn0265-671X
dc.identifier.urihttp://hdl.handle.net/10400.14/10543
dc.language.isoengpor
dc.peerreviewedyespor
dc.publisherEmeraldpor
dc.subjectE-servicespor
dc.subjectMulti-channel servicespor
dc.subjectService qualitypor
dc.subjectLoyaltypor
dc.subjectConsumer behaviourpor
dc.subjectCustomer services qualitypor
dc.titleThe moderating effect of channel use on the quality-loyalty relationship in multi-channel e-servicespor
dc.typejournal article
dspace.entity.typePublication
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/3599-PPCDT/PTDC%2FGES%2F68139%2F2006/PT
oaire.citation.endPage1037
oaire.citation.endPage9
oaire.citation.startPage1019
oaire.citation.titleInternational Journal of Quality & Reliability Management
oaire.citation.volume29
oaire.fundingStream3599-PPCDT
person.familyNameSousa
person.givenNameRui
person.identifier.ciencia-id3F15-2286-9C55
person.identifier.orcid0000-0002-0049-1896
person.identifier.ridM-4605-2013
person.identifier.scopus-author-id7102960038
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsrestrictedAccesspor
rcaap.typearticlepor
relation.isAuthorOfPublicationc4e9fe74-771a-42e9-8925-c217abcdee1f
relation.isAuthorOfPublication.latestForDiscoveryc4e9fe74-771a-42e9-8925-c217abcdee1f
relation.isProjectOfPublicationef15d2ed-faf5-4d5d-8bc2-1053093a0c70
relation.isProjectOfPublication.latestForDiscoveryef15d2ed-faf5-4d5d-8bc2-1053093a0c70

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