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Channels in the mirror: an alignable model for assessing customer satisfaction in concurrent channel systems

(2016) JOURNAL OF SERVICE RESEARCH. 19(1). p.88-101
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Abstract
Firms operating multiple channels as parallel routes to market face intense pressure to ensure superior customer satisfaction in their entire channel system. Relying on the structural alignment framework, the authors argue that to address this challenge, providers of concurrent channels should give priority to alignable channel attributesattributes that have corresponding or mirror attributes in the other channels. These features are more salient to customers than nonalignable features and likely represent the origin of satisfaction evaluations in concurrent channel environments. Applying multigroup nested models using data from off-line and online shoppers, the authors empirically validate choice (assortment breadth and depth), charge (availability of fair prices), convenience (efficiency of the purchase process), confidence (security of transactions), and care (assurance of promised quality) as alignable channel facets. The resulting 5C model is superior to existing models in that it enables the unified capture of both off-line and online satisfaction, allowing a meaningful comparison across formats. Using alignable satisfaction facets enables managers to trace true differences in the satisfaction levels between channels. In particular, a channel's share of investment should match its share of unexploited satisfaction potential. The 5C model also supports within-channel decisions by revealing the impact of the five facets on overall satisfaction with each format.
Keywords
CONSUMER CHOICE, MEASURING SERVICE QUALITY, MEASUREMENT INVARIANCE, DATA-COLLECTION, FUTURE-RESEARCH, FIT INDEXES, PERFORMANCE, CONSEQUENCES, RETAILERS, PRICE, multichannel retailing, retail services, channel satisfaction, structural alignability, cross-channel comparisons, invariance analysis

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MLA
Hammerschmidt, Maik , Tomas Falk, and Bert Weijters. “Channels in the Mirror: An Alignable Model for Assessing Customer Satisfaction in Concurrent Channel Systems.” JOURNAL OF SERVICE RESEARCH 19.1 (2016): 88–101. Print.
APA
Hammerschmidt, M., Falk, T., & Weijters, B. (2016). Channels in the mirror: an alignable model for assessing customer satisfaction in concurrent channel systems. JOURNAL OF SERVICE RESEARCH, 19(1), 88–101.
Chicago author-date
Hammerschmidt, Maik , Tomas Falk, and Bert Weijters. 2016. “Channels in the Mirror: An Alignable Model for Assessing Customer Satisfaction in Concurrent Channel Systems.” Journal of Service Research 19 (1): 88–101.
Chicago author-date (all authors)
Hammerschmidt, Maik , Tomas Falk, and Bert Weijters. 2016. “Channels in the Mirror: An Alignable Model for Assessing Customer Satisfaction in Concurrent Channel Systems.” Journal of Service Research 19 (1): 88–101.
Vancouver
1.
Hammerschmidt M, Falk T, Weijters B. Channels in the mirror: an alignable model for assessing customer satisfaction in concurrent channel systems. JOURNAL OF SERVICE RESEARCH. 2016;19(1):88–101.
IEEE
[1]
M. Hammerschmidt, T. Falk, and B. Weijters, “Channels in the mirror: an alignable model for assessing customer satisfaction in concurrent channel systems,” JOURNAL OF SERVICE RESEARCH, vol. 19, no. 1, pp. 88–101, 2016.
@article{6879886,
  abstract     = {Firms operating multiple channels as parallel routes to market face intense pressure to ensure superior customer satisfaction in their entire channel system. Relying on the structural alignment framework, the authors argue that to address this challenge, providers of concurrent channels should give priority to alignable channel attributesattributes that have corresponding or mirror attributes in the other channels. These features are more salient to customers than nonalignable features and likely represent the origin of satisfaction evaluations in concurrent channel environments. Applying multigroup nested models using data from off-line and online shoppers, the authors empirically validate choice (assortment breadth and depth), charge (availability of fair prices), convenience (efficiency of the purchase process), confidence (security of transactions), and care (assurance of promised quality) as alignable channel facets. The resulting 5C model is superior to existing models in that it enables the unified capture of both off-line and online satisfaction, allowing a meaningful comparison across formats. Using alignable satisfaction facets enables managers to trace true differences in the satisfaction levels between channels. In particular, a channel's share of investment should match its share of unexploited satisfaction potential. The 5C model also supports within-channel decisions by revealing the impact of the five facets on overall satisfaction with each format.},
  author       = {Hammerschmidt, Maik  and Falk, Tomas  and Weijters, Bert},
  issn         = {1094-6705},
  journal      = {JOURNAL OF SERVICE RESEARCH},
  keywords     = {CONSUMER CHOICE,MEASURING SERVICE QUALITY,MEASUREMENT INVARIANCE,DATA-COLLECTION,FUTURE-RESEARCH,FIT INDEXES,PERFORMANCE,CONSEQUENCES,RETAILERS,PRICE,multichannel retailing,retail services,channel satisfaction,structural alignability,cross-channel comparisons,invariance analysis},
  language     = {eng},
  number       = {1},
  pages        = {88--101},
  title        = {Channels in the mirror: an alignable model for assessing customer satisfaction in concurrent channel systems},
  url          = {http://dx.doi.org/10.1177/1094670515589084},
  volume       = {19},
  year         = {2016},
}

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