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All for one but does one strategy work for all? Building consumer loyalty in multi‐channel distribution

Yi‐Ching Hsieh (Department of Information Management, National Central University, Jhongli City, Taiwan)
Jinshyang Roan (Department of Business Administration, Soochow University, Taipei, Taiwan)
Anurag Pant (School of Business & Economics, Indiana University South Bend, South Bend, Indiana, USA)
Jung‐Kuei Hsieh (Department of Information Management, National Central University, Jhongli City, Taiwan)
Wen‐Ying Chen (Department of Business Administration, Soochow University, Taipei, Taiwan)
Monle Lee (School of Business & Economics, Indiana University South Bend, South Bend, Indiana, USA)
Hung‐Chang Chiu (Institute of Technology Management, National Tsing Hua University, Hsinchu, Taiwan)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 11 May 2012

3409

Abstract

Purpose

The purpose of this paper is to explore how multichannel customers evaluate overall satisfaction across distribution channels and what the antecedents are of such satisfaction.

Design/methodology/approach

A survey of bank customers in Taiwan was conducted. The total number of valid questionnaires was 479. Reliability and validity were tested. Maximum likelihood procedure of LISREL 8.8 was used to test the hypothesized structural equation model.

Findings

The findings indicate that the overall satisfaction in the multichannel environment is a critical determinant of customer retention and participation. The present study also develops the antecedents of multichannel satisfaction. In the multichannel environment, perceived multichannel service quality is positively related to satisfaction, while perceived channel switching difficulty is negatively related to satisfaction.

Originality/value

The present study employs the stimulus‐organism‐response (S‐O‐R) paradigm and the channel loyalty framework to better model customers' response to marketing activities in the multichannel distribution system.

Keywords

Citation

Hsieh, Y., Roan, J., Pant, A., Hsieh, J., Chen, W., Lee, M. and Chiu, H. (2012), "All for one but does one strategy work for all? Building consumer loyalty in multi‐channel distribution", Managing Service Quality: An International Journal, Vol. 22 No. 3, pp. 310-335. https://doi.org/10.1108/09604521211231003

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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