Channel Satisfaction Antecedents: An Exploration of Online vs. Offline Channels, Goods vs. Services

Abstract

Despite the development of diversity in channels used by consumers to purchase goods and service, there is little research that considers the impact of the channels and their characteristics on customer satisfaction. Identification and measurement of the antecedents to channel satisfaction and the extent to which the importance of such antecedents might vary by context (channel or product category) has important implications for marketers and the management of the channels. This paper aims to develop a channel satisfaction measure that can be applied across contexts. A behavioral model with seven antecedents of channel satisfaction is developed and tested using a web based, self completed questionnaire and multivariate analysis. Of the seven proposed factors, five were found to affect channel satisfaction and the analysis demonstrates clear differences based on mode (offline vs online) and product category (goods vs services). While the current research adds to the understanding of buying behavior and the channel construct, further research should consider a multi‐channel context and additional data collection is needed to further refine and enhance the model. The clear differences identified between offline and online purchases and between goods and services purchases in terms of which factors are/are not important contributors to satisfaction with the channel and the purchase process suggest the need to consider such factors when devising a distribution strategy and selecting channels to market. Furthermore, this paper contributes to the customer satisfaction field in that the research considers the influence of the channel’s characteristics on satisfaction (an under‐researched area) and develops a measure via a unique combination of literatures from traditional satisfaction studies, distribution/service research, e‐business/interactive marketing research and computer user satisfaction research.