Exploring Cross Channel Dissynergies in Multichannel Systems

Abstract

In this paper, the authors propose that in a multichannel environment, evaluative conflicts (dissynergies) between service channels exist. Building on status quo bias theory, they develop a model which relates offline channel satisfaction to perceptions about a new self-service channel. Data were collected from 639 customers of a German bank currently using offline investment banking. Results of structural equation modeling show that offline channel satisfaction reduces the perceived usefulness and enhances the perceived risk of the online channel. These inhibiting effects represent a status quo bias. The two perceptions fully mediate between offline channel satisfaction and intention to use the new self-service channel. Trust in the bank shows both adoption-enhancing effects and an adoption-inhibiting effect. Finally, the negative relationship between offline channel satisfaction and perceived usefulness is significantly stronger for men, for older people, and for less experienced Internet users. This study has both theoretical and managerial relevance as it helps to understand consumer behavior in multichannel environments and provides implications for the design of multichannel service strategies