All for one but does one strategy work for all

Yi-Ching Hsieh, J. Roan, Anurag Pant, Jung-Kuei Hsieh, Wen‐Ying Chen, Monle Lee, Hung-Chang Chiu
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引用次数: 64

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...
人人为我,但一种策略对所有人都有效吗
目的-本文的目的是探讨多渠道客户如何评估跨分销渠道的整体满意度,以及这种满意度的前因是什么。设计/方法/方法-对台湾的银行客户进行调查。有效问卷总数为479份。进行信度和效度检验。采用lisrel8.8的最大似然程序对假设的结构方程模型进行检验。调查结果-调查结果表明,多渠道环境中的整体满意度是客户保留和参与的关键决定因素。本研究还发展了多渠道满意度的前因。在多渠道环境下,感知到的多渠道服务质量与满意度正相关,感知到的渠道切换难度与满意度负相关。原创性/价值——本研究采用刺激-机体-反应(S - O - R)范式和渠道忠诚框架。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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