Jeroen J. L. Schepers

Identifying Cross-Channel Dissynergies for Multichannel Service Providers

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.

Why did they do it? How customers’ self-service technology introduction attributions affect the customer-provider relationship

Purpose – Customers often think that innovations, such as self-service technologies (SSTs), are introduced by service providers to cut costs rather than extend customer service levels. The purpose of this paper is to investigate how customers use such attributions to adjust their perceptions of relational value. Design/methodology/approach – Drawing on attribution and relationship marketing theories, this study proposes a conceptual model that includes benefit and cost attributions, their antecedents, and consequences. Survey data came from customers of a supermarket that recently introduced self-scanning technology. Findings – Attributions mediate the impact of SST performance on relational value. This value is highest for customers with high-benefit and low-cost attributions; customers with low-benefit and low-cost attributions exhibit detrimental effects on the exchange relationship with the firm. Characterized by low self-efficacy, low education, and low spending, these latter customers appear ambival...