A consumerbased view of multichannel service

Purpose Consumers increasingly experience multichannel service and a significant challenge for the service organization is to ensure that the design of the multichannel interface contributes to the service experience and helps to build bonds with customers. The purpose of this paper is to elucidate four features i.e. problemhandling, record accuracy, usability, and scalability used by customers to evaluate multichannel service and investigates their impact on customer relationship and loyalty intentions. Designmethodologyapproach The study involves an online survey with customers selected randomly in two service industries. Empirical data are analyzed using structural equation models. Findings Customer evaluations of the multichannel service interface have a strong influence on customer trust in the organization but a negligible impact on customer commitment. Trust, however, has a positive effect on commitment, thus enhancing customer loyalty. Research limitationsimplications The measures developed in the study represent a summary account for considerations involving multichannel service. However, the ability to capture the hypothesized roles of the multichannel service interface suggests a robust foundation for future research. These consumerbased measures provide managers with a blueprint allowing for the integrated analysis and design of customer touch points. Originalityvalue This paper provides key variables to advance the study of multichannel service. Ways are suggested in which firms can benefit from a view of their service channels as an interface system to inform effective service design strategies.