The impacts of e-service quality on customer behaviour in multi-channel e-services

Rui Sousa*, Chris Voss

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

49 Citations (Scopus)


A large number of e-services are multi-channel (MC), combining the Internet with other channels of service delivery, such as the phone and physical facilities. As a result, online customers frequently engage in MC behaviour. Existing research examining the impact of quality on behavioural intentions in e-services has not adequately recognised their MC nature. In order to address this gap, this study sets out to examine the following two-pronged impacts of e-service quality on customer behaviour in an MC e-service: (i) the impact on e-loyalty behavioural intentions; (ii) the impact on customer channel behaviour. Perceptual and objective data were collected from multiple sources in a major retail MC e-banking service. Two basic groups of online customers in terms of channel behaviour were found - Internet-Focused (IF) and MC - with the latter exhibiting a balanced use of channels and being more loyal, older, less educated and less experienced with the e-service. Data analyses revealed that e-service quality had a strong impact on e-loyalty intentions; but did not have an impact on customer channel behaviour. E-service quality does not seem to be an effective lever for influencing customer channel behaviour; however, it is a key driver of e-loyalty intentions. The results raise the possibility that migration of customer interactions to the Internet channel may reduce e-loyalty intentions.
Original languageEnglish
Pages (from-to)789-806
Number of pages18
JournalTotal Quality Management and Business Excellence
Issue number7-8
Publication statusPublished - Aug 2012


  • Customer behaviour
  • E-services
  • Multi-channel services
  • Service quality


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