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Identifying cross-channel dissynergies for multichannel service providers

: Falk, T.; Schepers, J.; Hammerschmidt, M.; Bauer, H.H.


Journal of service research : JSR 10 (2007), Nr.2, S.143-160
ISSN: 1094-6705
ISSN: 1552-7379
Fraunhofer ISI ()
multichannel marketing; self-service technologies; status quo bias; channel dissynergies; E-Commerce

In this article, the authors propose that in a multichannel environment, evaluative conflicts (dissynergies) between service channels exist. Building on status quo bias theory, they develop a model that relates offline channel satisfaction to perceptions about a new self-service channel. Data were collected from 639 customers currently using offline investment banking. Results show that offline channel satisfaction reduces the perceived usefulness and enhances the perceived risk of the online channel. These inhibiting effects represent a status quo bias. Trust in the bank shows both adoption-enhancing effects and an adoption-inhibiting effect. Finally, the negative relationship between offline channel satisfaction and perceived usefulness is significantly stronger for men, older people, and less experienced Internet users. This study has both theoretical and managerial relevance as it helps to understand consumer behavior in multichannel environments and provides implic ations for the design of multichannel service strategies.