Voluntary Migration to the Online Channel in the Service Purchase Process - How Close We Are?

The purpose of this article is to analyze the behavior of service buyers in a multi-channel environment. The main research question is: Whether and which consumers generations tend to voluntarily migrate to the e-channel in the process of purchasing services. Author used data from survey based on CAPI method that was conducted in 2015 on a group of 1103 respondents, the research sample was determined using a quota-random method. In the analysis service purchase process was divided into four stages: pre-purchase stage, service purchase stage, post-purchase stage, resignation from service. Two marketing channels were taken into consideration – online channel and offline channel. Quantitative data was used in MANOVA analysis. In order to answer the research question, author considered the potential differences in intention to use online channel and offline channel at each of four stages in service buying process and in case of each of three consumer generations (BB, X, Y). Depending on the nature of this difference it was be possible to identify one of three situations in reference to customers’ (service buyers’) multichannel behaviour: a) difference in the intention to use both marketing channels is not statistically significant, so both offline channel and online channel is equally important for customers in service buying process – it refers to only Y generation in two stages of the purchase process (pre-purchase and post purchase stage); b) intention to use offline channel is significantly higher than the intention to use online channel – there is no real customers migration to the online channel and offline channel is still preferred in the purchase process – it refers to BB and X generation in the whole service purchase process and Y generation at the purchase and resignation stage. c) intention to use online channel is significantly higher than the intention to use offline channel, these are the research signs of voluntary migration to the online channel – such a situation was in no case. It turned out that only the Y generation channel shows a real interest in the buying process online, what is important only at the pre-purchase and post-purchase. The key stages (purchase and resignation) will still be implemented in the offline channel. Both older generations have strong preferences for the offline channel regardless of the stage in service buying process. Such research findings can be significant for better understanding of service buyers behaviour in multichannel environment, especially in the context of e-channel migration strategy. Research findings provide the basis for a significant implication for service supplies. Still a lot of effort should be put in convincing service buyers about the benefits of online channel. Each stage in service buying process demands separated attention in order to reduce perceived risk. The results of the study show the current consumer behavior in multichannel environment. It is valuable to point out rather poor intention of Polish consumers to voluntarily migrate to the online channel when purchasing services. The results of the study indicate the non-obviousness and lack of automatic transition to the online channel, even among the younger generation of consumers.