Modelling Customer Behaviour in Multi-channel Service Distribution

Financial service providers are innovating their distribution Strategy into multi-channel strategies. The success of a multi-channel approach and the high investments made in information systems and enterprise architectures depends on the adoption and multi-channel Usage behaviour of consumers. We build a model that explains Such multi-channel Customer behaviour. We take the Technology Acceptance Model as a starting point and extent this model with insights from Expectation Disconfirmation Theory and Customer Choice theory. The model takes into consideration three important elements of multi-channel customer behaviour: trial/adoption, choice and continued use. The model is sophisticated, yet simple and refers to expectations and experiences with concrete channels (which are actually perceived by customers), not to abstract notions like for instance channel configurations.