Exploring the role of the online customer experience in firms' multi-channel strategy: an empirical analysis of the retail banking services sector

The concept of online customer service experience (OCSE) has recently received great interest from academia and businesses alike. Despite the belief that providing superb online experiences will influence customers' behaviour, most of the research focuses solely on the customer perspective rather than the firm's strategic viewpoint. This study investigates current strategies of retail banking service, developing a much-needed typology of such...