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The effect of multi-channel service quality on mobile customer loyalty in an online-and-mobile retail context

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  • Hsin-Hui Lin

Abstract

The main purpose of this study is to explore the effects of multi-channel service quality on mobile customer loyalty in the context of online-and-mobile retailing. A research model is proposed based on previous service quality literature. Data collected from 102 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The results indicate that tangibility, responsiveness, and empathy in electronic service (e-service) affect mobile service (m-service) customer loyalty both directly and indirectly through their m-service counterparts. The findings of this study provide several important theoretical and practical implications for multi-channel retailing management.

Suggested Citation

  • Hsin-Hui Lin, 2011. "The effect of multi-channel service quality on mobile customer loyalty in an online-and-mobile retail context," The Service Industries Journal, Taylor & Francis Journals, vol. 32(11), pages 1865-1882, January.
    • Handle: RePEc:taf:servic:v:32:y:2011:i:11:p:1865-1882
    DOI: 10.1080/02642069.2011.559541
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    Cited by:

    1. Hsin-Hui Lin, 2011. "Gender differences in the linkage of online patronage behavior with TV-and-online shopping values," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 295-312, December.

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