Service encounter in multi-channel distribution context: virtual and face-to-face interactions and consumer satisfaction

This article studies service quality and customer satisfaction in a context of multi-channel service distribution. The objective is to identify quality factors influencing the overall satisfaction of a multi-channel customer. A quantitative study was conducted among 445 customers mainly targeted on users of the traditional physical channel and online channel of a French retail bank. Using structural equation models with AMOS, the results show that perceived service quality in the virtual channel, perceived service quality in the traditional channel, and multi-channel integration quality have a positive influence on the overall satisfaction of the multi-channel customer.