Channel perceptions and usage: Beyond media richness factors

Abstract

In this paper, we asses how service channel perceptions affect channel choice and channel usage. Building on communication theories, such as the Media Richness Theory, we explore how different channel characteristics are perceived by citizens in a Dutch governmental service chain. The results of our study show that channel perceptions are variable along with channel usage (experience) and personal characteristics. This proves that the straightforward task-channel fit as suggested in some multi-channel management models is too simplistic. Besides the fact that theoretically some channels are better suited for particular types of services, multi-channel models should pay attention to the variances in channel perceptions. These insights are highly relevant for the design of the multi-channel and marketing strategies in order to seduce citizens to use the preferred service channels. © Springer-Verlag Berlin Heidelberg 2008.