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Does satisfaction matter more if a multichannel customer is also a multicompany customer?

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Abstract
Purpose - This research aims to investigate the moderating influence of both multichannel and multicompany usage on the impact that customer satisfaction has on share of wallet (SOW). Design/methodology/approach - The data used in the analyses were collected as part of both survey and transactional data of 802 households of a large financial services provider. Within class regression models were employed to test the moderating effects of different segments that were identified based on multichannel-multicompany customer differences. Findings - The findings confirm that using multiple channels has an overall positive moderating impact on the satisfaction-SOW link and that customer satisfaction matters more when the customer adopts multiple channels; online channel usage in addition to offline usage. Furthermore, this effect is even more pronounced for customers that transact with multiple providers. That is, the group of customers that use both the company's and competitors' offline and online channels reveal a higher satisfaction-SOW association than the group of customers that only adopted the offline channel with the company and competitor. Originality/value - This study broadens the understanding of multichannel behavior by comparing single (offline) and multiple channels (offline and online) for customers of multiple companies (two competitors).
Keywords
SERVICE-PROFIT CHAIN, ONLINE CHANNEL USE, SHOPPING BEHAVIOR, SWITCHING COSTS, INTERNET, LOYALTY, MANAGEMENT, CONSUMER, PROFITABILITY, BANKING, Customer satisfaction, Financial services, Consumer behaviour

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Citation

Please use this url to cite or link to this publication:

Chicago
Larivière, Bart, Lerzan Aksoy, Bruce Cooil, and Timothy L Keiningham. 2011. “Does Satisfaction Matter More If a Multichannel Customer Is Also a Multicompany Customer?” Journal of Service Management 22 (1): 39–66.
APA
Larivière, B., Aksoy, L., Cooil, B., & Keiningham, T. L. (2011). Does satisfaction matter more if a multichannel customer is also a multicompany customer? JOURNAL OF SERVICE MANAGEMENT, 22(1), 39–66.
Vancouver
1.
Larivière B, Aksoy L, Cooil B, Keiningham TL. Does satisfaction matter more if a multichannel customer is also a multicompany customer? JOURNAL OF SERVICE MANAGEMENT. 2011;22(1):39–66.
MLA
Larivière, Bart, Lerzan Aksoy, Bruce Cooil, et al. “Does Satisfaction Matter More If a Multichannel Customer Is Also a Multicompany Customer?” JOURNAL OF SERVICE MANAGEMENT 22.1 (2011): 39–66. Print.
@article{2051280,
  abstract     = {Purpose - This research aims to investigate the moderating influence of both multichannel and multicompany usage on the impact that customer satisfaction has on share of wallet (SOW). Design/methodology/approach - The data used in the analyses were collected as part of both survey and transactional data of 802 households of a large financial services provider. Within class regression models were employed to test the moderating effects of different segments that were identified based on multichannel-multicompany customer differences. Findings - The findings confirm that using multiple channels has an overall positive moderating impact on the satisfaction-SOW link and that customer satisfaction matters more when the customer adopts multiple channels; online channel usage in addition to offline usage. Furthermore, this effect is even more pronounced for customers that transact with multiple providers. That is, the group of customers that use both the company's and competitors' offline and online channels reveal a higher satisfaction-SOW association than the group of customers that only adopted the offline channel with the company and competitor. Originality/value - This study broadens the understanding of multichannel behavior by comparing single (offline) and multiple channels (offline and online) for customers of multiple companies (two competitors).},
  author       = {Larivi{\`e}re, Bart and Aksoy, Lerzan and Cooil, Bruce and Keiningham, Timothy L},
  issn         = {1757-5818},
  journal      = {JOURNAL OF SERVICE MANAGEMENT},
  keyword      = {SERVICE-PROFIT CHAIN,ONLINE CHANNEL USE,SHOPPING BEHAVIOR,SWITCHING COSTS,INTERNET,LOYALTY,MANAGEMENT,CONSUMER,PROFITABILITY,BANKING,Customer satisfaction,Financial services,Consumer behaviour},
  language     = {eng},
  number       = {1},
  pages        = {39--66},
  title        = {Does satisfaction matter more if a multichannel customer is also a multicompany customer?},
  url          = {http://dx.doi.org/10.1108/09564231111106910},
  volume       = {22},
  year         = {2011},
}

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