Channel choices and interaction patterns in continuously provided services: a customer journey perspective

ABSTRACT

This research investigates channel choice antecedents in service industries, specifically referring to the online/offline dichotomy. We focus on continuously provided services in which prolonged interaction occurs between the provider and the customer in the post-purchase phase. Using a survey sample of 311 cross-service cases relating to bank accounts, mobile telecom, and electricity services, we identified five distinct journey patterns and tested our hypotheses on channel synergy effects and a set of customer-centered antecedents. This research advances the knowledge of customer – provider interactions and provides useful insights for service providers into how to improve customer value and retail strategies.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.