RESEARCH RADAR
“Channel choices and interaction patterns in continuously provided services: a customer journey perspective”, published in June 2023 in the Journal of Marketing Theory and Practice by Andrea Tracogna and Tun-I Hu.
Abstract
This research investigates channel choice antecedents in service industries, specifically referring to the online/offline dichotomy. We focus on continuously provided services in which prolonged interaction occurs between the provider and the customer in the post-purchase phase.Using a survey sample of 311 cross-service cases relating to bank accounts, mobile telecom, and electricity services, we identified five distinct journey patterns and tested our hypotheses on channel synergy effects and a set of customer-centered antecedents. This research advances the knowledge of customer – provider interactions and provides useful insights for service providers into how to improve customer value and retail strategies.
Authors
Andrea Tracogna: Full Professor of Strategic Management at the University of Trieste, Dean at MIB Trieste School of ManagementTun-I Hu: Adjunct Professor at University of Trieste, Core Faculty MIB Trieste School of Management
Useful links
Channel preferences can differ significantly along the service journey. For instance, a customer may search for information through online channels (e.g. social networks), activate the required service at the provider’s physical store, and then continue the post-purchase phase interaction with the provider via corporate online channels. All of these different channel alternatives, and their various determinants, should be considered by providers when defining effective retail strategies.
