The effect of multi-channel service quality on mobile customer loyalty in an online-and-mobile retail context

Hsin-Hui Lin

The Service Industries Journal, 2011, vol. 32, issue 11, 1865-1882

Abstract: The main purpose of this study is to explore the effects of multi-channel service quality on mobile customer loyalty in the context of online-and-mobile retailing. A research model is proposed based on previous service quality literature. Data collected from 102 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The results indicate that tangibility, responsiveness, and empathy in electronic service (e-service) affect mobile service (m-service) customer loyalty both directly and indirectly through their m-service counterparts. The findings of this study provide several important theoretical and practical implications for multi-channel retailing management.

Date: 2011
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DOI: 10.1080/02642069.2011.559541

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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