Satisfaction in Technology-Enabled Service Encounters

Journal of Services Marketing, 23(3), 134-144, 2009

Posted: 18 Nov 2012

See all articles by Suzanne Makarem

Suzanne Makarem

Virginia Commonwealth University (VCU) - School of Business

Susan M. Mudambi

Fox School of Business, Temple University; Fox School of Business, Temple University

Jeffrey Podoshen

Independent

Date Written: 2009

Abstract

Purpose – This paper aims to determine the importance of the human touch in customer service interactions.

Design/methodology/approach – The paper is based on two original studies using tech-savvy respondents, utilizing a survey and scenario-based research.

Findings – The paper finds that, even for tech-savvy customers, human touch is an important factor in both customer satisfaction and behavioral intentions.

Research limitations/implications – The study is limited to US respondents and telephone-based service encounters.

Practical implications – This paper shows the importance of keeping some aspects of the human touch in customer encounters with the firm. Firms cannot rely on self-service technology for all services.

Originality/value – This paper fulfills a gap in the existing services literature, with a specific focus on valuing human interaction in technology-enabled service encounters.

Keywords: Self-service, Customer satisfaction, Call centers, tech-touch tradeoffs

Suggested Citation

Makarem, Suzanne and Mudambi, Susan M. and Podoshen, Jeffrey, Satisfaction in Technology-Enabled Service Encounters (2009). Journal of Services Marketing, 23(3), 134-144, 2009, Available at SSRN: https://ssrn.com/abstract=2177088

Suzanne Makarem

Virginia Commonwealth University (VCU) - School of Business ( email )

Richmond, VA 23284-4000
United States

Susan M. Mudambi (Contact Author)

Fox School of Business, Temple University ( email )

1801 Liacouras Walk
Alter 524
Philadelphia, PA 19122
United States
215-204-3561 (Phone)

Fox School of Business, Temple University ( email )

1801 Liacouras Walk
524 Alter Hall
Philadelphia, PA 19122
United States

Jeffrey Podoshen

Independent ( email )

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