Satisfaction in Technology-Enabled Service Encounters
Journal of Services Marketing, 23(3), 134-144, 2009
Posted: 18 Nov 2012
Date Written: 2009
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
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