The multichannel customer’s service experience: building satisfaction and trust

Published on Jun 1, 2016in Service Business
· DOI :10.1007/s11628-015-0276-z
Estela Fernández-Sabiote2
Estimated H-index: 2
(University of Murcia),
Sergio Román18
Estimated H-index: 18
(University of Murcia)
Abstract Multichannel retailers dominate today’s retail landscape. Practitioners and researchers are particularly interested in understanding how the multichannel strategy helps establishing and developing relationships with customers. Our findings, from 302 customers of multichannel financial services firms, show that frontline employees’ customer facilitation behaviors (traditional channel) have a stronger impact on satisfaction than e-psychological benefits (derived from the company’s Web site), while their positive influence on trust is not significantly different. Implications for theory and practice are discussed.
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