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

It is argued 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, and 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.