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Customers of e\u2010services display heterogeneity in channel use, ranging from customers with a high Degree of Focus on the Internet (DFI) channel (internet\u2010oriented customers) to customers with a low DFI (low focus on the internet and strong reliance on traditional channels). The purpose of this study is to examine whether a customer's DFI moderates the relationship between e\u2010service quality (eSQ) and e\u2010loyalty behavioral intentions in an MC e\u2010service.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>Perceptual and objective data were collected from multiple sources in a major retail MC e\u2010banking service (survey of online customers, transactional data and customer database).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>First, there is high diversity in DFI among e\u2010service customers; second, a customer's DFI negatively moderates the quality\u2010loyalty relationship.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The study should be extended to other types of e\u2010services.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>eSQ seems to be a more important driver of e\u2010loyalty behavioral intentions for low DFI customers than for high DFI (internet\u2010oriented) customers. Different strategies may need to be employed to drive retention across customers with different levels of DFI. Specifically, driving e\u2010loyalty among internet\u2010oriented customers may require complementing eSQ investments with additional retention mechanisms (e.g. building communities or creating switching barriers). DFI should be recognized as a useful and readily available customer segmentation variable for devising loyalty strategies.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The study pioneers the examination of the impact of channel use on the quality\u2010loyalty relationship. It breaks new ground in proposing DFI as a relevant customer segmentation variable for e\u2010service research and practice. External validity is enhanced by the use of objective (rather than self\u2010reported), real\u2010world data to measure customer channel use.<\/jats:p><\/jats:sec>","DOI":"10.1108\/02656711211272935","type":"journal-article","created":{"date-parts":[[2013,3,1]],"date-time":"2013-03-01T15:19:54Z","timestamp":1362151194000},"page":"1019-1037","source":"Crossref","is-referenced-by-count":8,"title":["The moderating effect of channel use on the quality\u2010loyalty relationship in multi\u2010channel e\u2010services"],"prefix":"10.1108","volume":"29","author":[{"given":"Rui","family":"Sousa","sequence":"first","affiliation":[]}],"member":"140","reference":[{"key":"key2022031720463207300_b1","doi-asserted-by":"crossref","unstructured":"Allen, N. and Meyer, J. 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