In this paper, 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 which relates offline channel satisfaction to perceptions
about a new self-service channel. Data were collected from 639 customers of a
German bank currently using offline investment banking. Results of structural
equation modeling 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. The two perceptions fully mediate between offline
channel satisfaction and intention to use the new self-service channel. 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, for older people, and for 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.
Dieser Eintrag ist Teil der Universitätsbibliographie.
Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.
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