Investigating the dynamics of service attributes in multi-channel environments

Previous research has shown that customer evaluations of attributes in existing product and service categories are dynamic. In this study, we use a response surface model based on a conjoint analysis of service profiles in the context of mobile phone service to examine the dynamics of multi-channel service attributes and their influence on customers’ intention to renew a service agreement. Our results provide insights for the design of a service that may not be what customers have experienced in the past and demonstrate the qualities of a set of multi-channel service attributes that have not been included in previous studies.