Channel structure, consumer involvement and perceived service quality: An empirical study of the distribution of a service

In the services marketing literature, the impact of channel distribution structure on perceived service quality remains an unresolved issue. Moreover, consumer involvement, hypothesized as higher in the purchase of many services, has not been sufficiently researched with respect to its impact on perceived service quality. This study investigated the possibility of relationships between channel distribution structure, consumer involvement and perceived service quality in the context of services marketing. It was found that perceived service quality is significantly affected by the type of channel structure (direct versus indirect), as well as the consumer's level of involvement. Moreover, involvement was found to significantly mediate the relationship between channel structure and perceived service quality. Managerial implications regarding how to increase both effectiveness and efficiency in the distribution of services are discussed.