Back Issues 11-20

MEASURING CUSTOMER SERVICE EXPERIENCE IN OFFLINE AND ONLINE RETAIL ENVIRONMENTS

Kuo-Ming Chu

Cheng Shiu University, Taiwan

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Abstract

Spectacular shifts have been led to by the COVID-19 crisis in consumer behavior. We suggest an integrative framework and construct customer service experience hypotheses, based on its antecedents and consequences that will contribute to academic study as well as managerial implications. In this study, 571 samples of these businesses, 319 and 252 respondents from offline and online retail channels, respectively, were collected by means of an online web survey of consumers. The results show that the impact of consequences and antecedents of CSX differs based on the media utilized. The integrative framework of CSX in its online medium is far more effective than its explanatory power offline. These findings offer perceptivity into how an online channel could be used to better complement the offline channel, contributing towards new knowledge and understanding on CSX and how it may be utilized for managerial decision-making.

Key words: Customer Service Experience; Multichannel Retailing; Customer Journeys; Customer Equity.