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Online Channel in Service Buying Process

Marcin Lipowski and Ilona Bondos
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Marcin Lipowski: Maria Curie-Sklodowska University in Lublin, Poland
Ilona Bondos: Maria Curie-Sklodowska University in Lublin, Poland

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Abstract: This study investigates channel perception at the service purchase stage. Research sample of 1103 was included in the multi-channel analysis restricted to three channels - offline, online and phone channel. The results presented in the article are just a fraction of the whole empirical material. With information obtained from CAPI, we have found a relatively weak interaction risk during service buying via online channel while perceived service quality is crucial. It is also important the indirect effect of trust in service provider and perceived non-price costs on the intention to purchase service on the Internet. Our contribution is an attempt to generalize the results to certain service categories (financial services, telecommunications and transport), not just one particular service and service supplier. Results indicate some interesting implications.

Keywords: online channel; service distribution; customer behaviour; buying process (search for similar items in EconPapers)
Date: 2016
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