Thesis dissertation: 2009

Research director: Pr PHILIPPE Jean, Paul Cezanne University, Aix en Provence

Abstract:
This research aims at a better understanding of the customer’s assessment of the service experience within a multi-channel context. We’ve tried to understand to what extent the use of different distribution channels has an impact onto the customer’s overall service experience. The main hypothesis is that the overall satisfaction of a multi-channel customer depends on both the perceived service quality from all the channels used and the way in which those channels are integrated.
The quantitative study conducted among 668 bank customers, mainly targeted on users of the traditional channel and online channel, reveals three factors which influence multi-channel customer’s overall satisfaction in a positive manner: The perceived service quality through both the virtual channel and the traditional channel, but also the quality of channels integrated. Our research contributes to the conceptualization of the service quality and the satisfaction of the customer within a multi-channel service distribution context (included Internet); the research also brings forward the need for channels integration, the latter acting upon the overall consumer experience.

Contact
Anne Marianne SECK
Docteur es Sciences de gestion
Attachée Temporaire d'Enseignement et de Recherche
Université d'Avignon et de pays de Vaucluse
UIT d'Avignon, département G.C.E
Tel: 33 6 65 30 35 30
mail:annemarianne79@yahoo.fr