Service encounter in multi-channel distribution context: virtual and face-to-face interactions and consumer satisfaction |
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Authors: | Anne Marianne Seck Jean Philippe |
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Institution: | 1. Faculty of Economics, CERGAM-MI , Paul Cézanne University of Aix-Marseille , Aix-en-Provence , France anne-marianne.seck@univ-cezanne.fr;3. Faculty of Economics, CERGAM-MI , Paul Cézanne University of Aix-Marseille , Aix-en-Provence , France |
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Abstract: | This article studies service quality and customer satisfaction in a context of multi-channel service distribution. The objective is to identify quality factors influencing the overall satisfaction of a multi-channel customer. A quantitative study was conducted among 445 customers mainly targeted on users of the traditional physical channel and online channel of a French retail bank. Using structural equation models with AMOS, the results show that perceived service quality in the virtual channel, perceived service quality in the traditional channel, and multi-channel integration quality have a positive influence on the overall satisfaction of the multi-channel customer. |
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Keywords: | multi-channel distribution quality satisfaction |
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