Understanding the consumption process through in- branch and e-mortgage service channels: A first-time buyer perspective

Purpose – The twin aims of the paper are to explore the differences in the consumption process between the traditional in-branch and web-based (e-mortgage) service channels and how the differences relate to any problems identified in the electronic service environment, with respect to information search and product evaluation. Design/methodology/approach – A process-oriented approach comparing the two service channels (in-branch vs. e-mortgage) was conducted in two study phases. Data from the e-mortgage process was collected using protocol analysis with 12 first-time buyers (FTBs) applying on a website belonging either to a hybrid or Internetonly bank. Results of the e-mortgage process were mapped onto stages of the in-branch process, which was captured by observation of six FTB mortgage interviews to determine the level of correspondence and emergent