Multi-Channel Service Retailing: The Effects of Channel Performance Satisfaction on Behavioral Intentions

M.J.H. van Birgelen*, A. de Jong, J.C. de Ruyter

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

102 Citations (Web of Science)


The number of channels that retailers can use interchangeably to provide customer service has increased. We report on a study of clients of a large retail bank that investigates the channel performance satisfaction–behavioral intentions relationship when the traditional service channel (i.e., branch office) is extended with technology-mediated channels (i.e., internet banking and telephone banking). For routine services, our findings suggest that behavioral intentions are most strongly influenced by satisfaction with office-related performance factors. For nonroutine services, satisfaction with service employee performance is the most significant driver of intentions. Our analysis also reveals interaction effects between traditional and technology-mediated channel performance satisfaction levels. These effects vary across service types, indicating contingencies in channel substitution and complementarity.
Original languageEnglish
Pages (from-to)367-377
JournalJournal of Retailing
Issue number4
Publication statusPublished - 1 Jan 2006

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