Satisfaction in Technology-Enabled Service Encounters

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