Determinants of Online Channel Use and Overall Satisfaction with a Relational, Multichannel Service Provider

Mitzi M. Montoya-Weiss, Glenn B. Voss, Dhruv Grewal

Research output: Contribution to journalArticlepeer-review

469 Scopus citations

Abstract

This study examines what drives customers' use of an on-line channel in a relational, multichannel environment. The authors propose a conceptual model of the determinants of online channel use and overall satisfaction with the service provider. They then conduct two large-scale studies in different service contexts to test the model. The results show that Web site design characteristics affect customer evaluations of online channel service quality and risk, which in turn drive online channel use. Customers' overall satisfaction with the service provider is determined by the service quality provided through both the online channel and the traditional channel. The results offer insights into the trade-offs that multichannel service providers face as they attempt to influence online channel use while maintaining or enhancing overall customer satisfaction.

Original languageEnglish (US)
Pages (from-to)448-458
Number of pages11
JournalJournal of the Academy of Marketing Science
Volume31
Issue number4
DOIs
StatePublished - Sep 1 2003

Keywords

  • Multichannel satisfaction
  • Online channel use

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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