Sousa, RuiVoss, Chris2013-05-152013-05-152012SOUSA, Rui; VOSS, Chris - The impacts of e-service quality on customer behaviour in multi-channel e-services. Total Quality Management & Business Excellence. ISSN 1478-3371. Vol. 23, n.º 7 (2012), p. 789–8061478-3363http://hdl.handle.net/10400.14/10531A 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.engService qualityE-servicesMulti-channel servicesCustomer behaviourjournal article10.1080/14783363.2012.6611391478-3371WOS:000307931400004