Perceived online channel value in multi-channel services: exploring its multidimensionality and nonlinear effects on intentions across service sectors and country markets

Customer value has received growing attention in the marketing literature as determinant of customer loyalty and firm performance. However, a theoretically founded understanding focused on customer perceived value of the online channel in multi-channel service systems is absent. Thus, the purpose of this study is to provide deeper insights into customer perceived value with a specific focus on online channel value. This being the case, the study develops and examines a multidimensional model of online channel value and tests its curvilinear relationship with customers’ online channel continuance for ongoing relational exchanges. A multiple industry, cross-country setting is used to substantiate the results, which provide evidence for the seven value dimension (i.e., performance value, relationship building value, cocreation value, emotional value, pricing value, channel integration value, convenience value) proposed and for a negative cubic relationship of online channel value with online channel continuance