ALL RIGHTS RESERVED. DO NOT COPY, TRANSMIT OR QUOTE WITHOUT PERMISSION OPERATIONS AND TECHNOLOGY MANAGEMENT WORKING PAPER OTM 04-023 2004/12/09 SERVICE QUALITY IN MULTI-CHANNEL SERVICES EMPLOYING VIRTUAL CHANNELS Rui Sousa * Assistant Professor, Universidade Católica Portuguesa Rua Diogo Botelho, 1327 4069-005 Porto Portugal T: +351-22-6196200 F: +351-22-6196291 E: rsousa@porto.ucp.pt Christopher A. Voss Professor, Operations and Technology Management London Business School Sussex Place London NW1 4SA United Kingdom T: +44 (0)20 7262 5050 F: +44 (0)20 7724 7875 E: cvoss@london.edu This study was kindly funded by FCT (Foundation for Science and Technology, Portugal) and POCTI (“Programa Operacional Ciência, Tecnologia, Inovação do Quadro Comunitário de Apoio III”) under grant number POCTI/GES/49074/2002. * Corresponding author