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Channel Habits and the Development of Successful Customer-Firm Relationships in Services

Title
Channel Habits and the Development of Successful Customer-Firm Relationships in Services
Type
Article in International Scientific Journal
Year
2020
Authors
Jesús Cambra-Fierro
(Author)
Other
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Iguácel Melero-Polo
(Author)
Other
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Lia Patrício
(Author)
FEUP
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F. Javier Sese
(Author)
Other
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Journal
Vol. 23 No. 4
Pages: 456-475
ISSN: 1094-6705
Publisher: SAGE
Indexing
Other information
Authenticus ID: P-00S-0GR
Resumo (PT):
Abstract (EN): Technology advances have profoundly changed the way customers and service organizations interact, leading to a multitude of service channels. This study investigates consumer habits toward service channels in order to understand the influence of these channel habits on perceptions and intentions (perceived switching costs and attitudinal loyalty) and on consumer behavior (service usage and cross-buy). We empirically test the framework in the financial services industry, and the results reveal that physical store habit increases perceived switching costs and that acquired habits toward the physical store and self-service kiosks have a positive influence on attitudinal loyalty. Perceived switching costs positively affect service usage, and attitudinal loyalty positively influences cross-buy. In addition, habits in each channel lead to an increase in the number of services acquired (cross-buy), but online and self-service kiosks channel habits negatively impact service usage, as the lack of physical presence may increase customer uncertainty. Because habits are built on the frequency and stability of channel usage, firms can manage habits by encouraging frequent interactions under stable contexts. In addition, firms should stimulate customer habits toward the physical store as it is central to the promotion of loyalty and for increasing service usage. © The Author(s) 2020.
Language: English
Type (Professor's evaluation): Scientific
No. of pages: 20
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