隨著多重通路策略的廣泛運用及服務接觸通路的迅速改變，服務業者不僅須要了解顧客面對多重通路選擇的考量因素，也須了解顧客評估多重通路的依據。雖然在多重通路服務經驗整合的相關研究中，研究者均強調多重通路整合的重要性，但對於通路間的整合內涵，以及整合的效果，仍少見相關的實証研究。因此，本研究之主要目的為運用多重通路管理及關係行銷理念的結合去探討金融業顧客面對多重通路時，如何評估多重通路之間的整合性，並因此形成整體知覺價值，進而影響其留存行為或提高購買行為等行為意向。 為了探討顧客進行通路整合評估的影響因素，本研究將以國內的金融服務業為研究範圍，研究結果顯示通路特性如通路間資訊一致性、通路可獲得性、通路間顧客個人資料整合性以及顧客個人特質將會影響顧客對多重通路整合性的評估，並透過顧客知覺品質、知覺風險及通路間轉換成本影響顧客整體知覺價值，進而影響顧客行為意向。 With channels of distribution changing rapidly and multichannel strategy becoming increasingly widespread, service providers will need to focus not just on understanding what drives customers’ channel choice, but also on understanding the determinants of customers’ channel evaluation. Although the importance of channel integration has been emphasized, there is limited empirical research to suggest what contents should be included into channel integration. The purpose of this study aims to develop a model which combines the concepts of relationship marketing with multichannel management for understanding what determinants contribute to multichannel customers’ perceived value and thereby lead to behavioral intentions. In order to understand the impacts of channel attributes and consumer traits on customer’s evaluation of integrated channels, this study selects the financial service industry as the target. The results of the study show that customer traits and channel characteristics categorized as information consistency, channel accessibility and personal data integration indeed have impacts on customers’ evaluation of channel integration and customers’ perceived value through perceived quality, perceived risk and channel switching cost, and in turn, the customers’ perceived value has the positive influence on customers’ behavioral intentions.
