Shopping online and off-line? Complementary service quality and image congruence

The purposes of this article are to examine the influence of complementary service quality on trust in the retailer, and use schema theory to explain how image congruence moderates the relationship between trust and the intention to make a recommendation. Structure equation modeling was employed to verify and validate the research model. The outcomes show the main influencing factors were identified as complementary service quality, trust, and image congruence. Complementary service quality has consistently been a major factor in measuring performance. The moderating effect of image congruence on customer trust in the retailer and intention recommend has been determined to be positive. The research results provide insight into how providing service quality enhances consumers' trust in the retailer. The retailer should consider service quality a priority to attract customers, and strive to create image congruence in their multi-channeled branding.