AbstractDespite the popularity of multichannel service strategies,there is still a lack of empirical research that examines how service delivery channels of a multichannel service provider affect the performance of each other. Drawing on service management,information system and consumer behaviour theories,the present study proposes a theoretical framework for understanding synergism in multichannel services. The resulting conceptual model is further examined by controlling the possible moderating effects of (i) service complexity; (ii) service setting; and (iii) level of technology-based self-service. A two-stage methodology was applied for the current research. First,data from a survey of 223 customers in Australia was used to test inter-channel and intra-channel relationships in the resulting framework. Then,a series of simulated experiments with a 2 × 2 × 2 factorial design were conducted to examine the influence of moderating effects. The experiments involved a convenience sample of 232 Australian students randomly allocated to two multichannel service categories,namely,financial services and travel services. Partial least Squares (PLS) was used to examine the conceptual model. Finally,Multi-group analysis was conducted to test the moderating effects. The major finding of this study is that service delivery channels reinforce each other’s performance through direct and/or indirect inter-channel effects between customer satisfaction and loyalty. Furthermore,service settings,service complexity and levels of TBSS were found to affect synergism by changing a positive direct synergistic effect to a positive indirect synergistic effect,changing cannibalization (negative effect of one channel on another channel) into a direct and/or an indirect synergistic effect; or changing statistically non-significant inter-channel effects into a significant direct and/or indirect synergistic effect.
|Date of Award||1 Jan 2013|
Synergism in multichannel service delivery
Aslanzadeh, M. (Author). 1 Jan 2013
Student thesis: Doctoral Thesis