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The importance of consistency in service interactions across multiple channels : an investigation of online and offline service channels

Ewart, Marissa
Master thesis
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URI
http://hdl.handle.net/11250/170146
Date
2013
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  • Master Thesis [4207]
Abstract
This thesis investigates the importance of offering consistent services between service

channels. In particular, one offline and more traditional channel, a call centre, is compared to

one online and more modern channel, Facebook, for the banking industry. This thesis first

conceptualizes and determines what the dimensions are of cross-channel service consistency.

The dimensions are found to be process and content consistency, according to the

multichannel integration quality framework by Sousa and Voss (2006). Then, I empirically

test which dimension of cross-channel service consistency is most important for strengthening

the dependent variables: perceived service quality, brand attitudes, and customer satisfaction.

These dependent variables were identifled from prior literature. In all cases, process

consistency is demonstrated to be more valuable than content consistency towards

strengthening the dependent variables. This thesis also investigates whether consistency

between service channels strengthens service, and therefore brand, experiences. In fact,

consistency improves each of the dependent variables because it strengthens relational brand

experiences in particular. Lastly, this thesis uncovers that customers do not necessarily expect

services to be consistent between channels. However, when both types of consistency are

apparent, perceived service quality, brand attitudes, and satisfaction are dramatically

improved.

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