Many firms are apt to provide services through multiple channels recently. The trend of multichannel environments is expected to strengthen further as the use of Internet continues to grow and new technologies make available an increasing number of virtual channels of service delivery. Service quality research in traditional services and, more recently, in e-services tends to take a single-channel perspective. This article argues that a multichannel setting provides a broader conceptualization of service quality, and builds on existing research in e-services and extends the relationship quality measurement in marketing.
Liao, Chien-Hsiang and Yen, Hsiu-Ju Rebecca, "Measuring The Relationship Under Multichannel Service Quality" (2007). ICEB 2007 Proceedings. 40.