ICT, Multi-channels and the Changing Line of Visibility: An Empirical Study

This paper argues that a multi-channel environment, incorporating ICT-mediated channels such as the Internet, requires a reinterpretation of the traditional 'line of visibility' from service quality literature. In a multi-channel e-commerce environment, inconsistency or service breakdown above the line of visibility gives a negative impression of organizational competence below the line. Further, many contact points are now mediated by ICT, rather than face-to-face contact. This creates a line of visibility that is permeable, allowing customers to see into the organizations' back office systems and processes. These propositions are empirically tested using multi-channel mystery shoppers. We find that multi-channel customers, using a mixture of face-to-face and ICT channels, can gain extensive insights into organizational systems, processes and values that were previously below the line of visibility. This suggests that organizations need to concentrate on consistent quality delivery throughout the organization, including back-office processes, in order to maintain their customers' confidence.