Determinants of online channel use and overall satisfaction with a relational,multichannel service provider |
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Authors: | Mitzi M Montoya-Weiss Glenn B Voss Dhruv Grewal |
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Institution: | (1) North Carolina State University, North Carolina, USA;(2) Babson College, Babson Park, USA |
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Abstract: | This study examines what drives customers' use of an online channel in a relational, multichannel environment. The authors
propose a conceptual model of the determinants of online channel use and overall satisfaction with the service provider. They
then conduct two large-scale studies in different service contexts to test the model. The results show that Web site design
characteristics affect customer evaluations of online channel service quality and risk, which in turn drive online channel
use. Customers' overall satisfaction with the service provider is determined by the service quality provided through both
the online channel and the traditional channel. The results offer insights into the trade-offs that multichannel service providers
face as they attempt to influence online channel use while maintaining or enhancing overall customer satisfaction.
Mitzi M. Montoya-Weiss (m_mw@ncsu.edu) (Ph.D., Michigan State University) is a professor of marketing in the Department of Business Management at
North Carolina State University. Her research interests include new product development and adoption, virtual teams, and knowledge
management. Her research has appeared inMarketing Science, Management Science, Decision Sciences, theAcademy of Management Journal, theJournal of Product Innovation Management, and other scholarly journals. She has taught courses in marketing management, product and brand management, and management
of technology.
Glenn B. Voss (gvoss@ncsu.edu) (Ph.D., Texas A&M University) is an associate professor of marketing in the Department of Business Management
at North Carolina State University. His research interests include relationship and services marketing, creativity and entrepreneurship,
and retail pricing strategies. His research has appeared in theJournal of Marketing, Organization Science, theJournal of Retailing, Marketing Letters, theJournal of the Academy of Marketing Science, and other scholarly journal. He currently serves on the editorial review board of theJournal of the Academy of Marketing Science and has served as an ad hoc reviewer for theJournal of Marketing, theJournal of Marketing Research, theJournal of Retailing, and theJournal of Business Research. He has taught courses in marketing strategy, electronic marketing, and nonprofit management in MBA programs in the United
States and Europe.
Dhruv Grewal (dgrewal@babson.edu) (Ph.D., Virginia Polytechnic Institute) is the Toyota Chair in E-Commerce and Electronic Business in
Babson College. His research and teaching interests focus on e-business, global marketing, value-based marketing strategies,
and understanding the voice of the customer (market research). He is also co-editor of theJournal of Retailing. He has published more than 50 articles in outlets such as theJournal of Marketing, theJournal of Consumer Research, theJournal of Marketing Research, and theJournal of Retailing. He currently serves on the editorial review boards of theJournal of Marketing, theJournal of Retailing, theJournal of Public Policy & Marketing, and theJournal of Product and Brand Management. |
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Keywords: | online channel use multichannel satisfaction |
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