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Identifying Cross-Channel Dissynergies for Multichannel Service Providers

Journal of Service Research, Vol. 10, No. 2, pp. 143-160, 2007

19 Pages Posted: 21 Aug 2007 Last revised: 22 Dec 2007

Tomas Falk

University of Mannheim

Jeroen J. L. Schepers

Eindhoven University of Technology

Maik Hammerschmidt

Mannheim Business School - Department of Marketing

Hans H. Bauer

University of Mannheim

Abstract

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 implications for the design of multichannel service strategies.

Keywords: multichannel marketing, self-service technologies, status quo bias, channel dissynergies, e-commerce

Suggested Citation

Falk, Tomas and Schepers, Jeroen J. L. and Hammerschmidt, Maik and Bauer, Hans H., Identifying Cross-Channel Dissynergies for Multichannel Service Providers. Available at SSRN: https://ssrn.com/abstract=1007790

Tomas Falk

University of Mannheim ( email )

Universitaetsbibliothek Mannheim
Zeitschriftenabteilung
Mannheim, 68131
Germany

Jeroen J. L. Schepers (Contact Author)

Eindhoven University of Technology ( email )

PO Box 513
Eindhoven, 5600 MB
Netherlands

Maik Hammerschmidt

Mannheim Business School - Department of Marketing ( email )

Germany

Hans H. Bauer

University of Mannheim ( email )

Universitaetsbibliothek Mannheim
Zeitschriftenabteilung
Mannheim, 68131
Germany

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