This research investigates channel choice antecedents in service industries, specifically referring to the online/offline dichotomy. We focus on continuously provided services in which prolonged interaction occurs between the provider and the customer in the post-purchase phase. Using a survey sample of 311 cross-service cases relating to bank accounts, mobile telecom, and electricity services, we identified five distinct journey patterns and tested our hypotheses on channel synergy effects and a set of customer-centered antecedents. This research advances the knowledge of customer–provider interactions and provides useful insights for service providers into how to improve customer value and retail strategies.
