Customer and costs perception in a multi-channel service sales

The purpose is to identify differences in perception of service purchase costs in the three marketing channels (offline, phone and online). We took into account both the general approach and the distinction for three generations of consumers (BB, X, Y). The study is based on a sample of 1,103 consumers in Poland. CAPI method was used with a standardised questionnaire, to verify research hypothesis MANOVA was used. Perceived level costs of using offline channel in the service purchase process plays a role of the reference point for perceived importance of each cost components. The more familiarity with particular marketing channel, the greater the perception of costs in that channel. That channel cost perception is not assigned to the specific marketing channel but to the consumer the channel is perceived by. Cost perception is not static but rather it evolves along with service buyers' ability of using this channel.