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Customer Satisfaction in Digital Service Encounters : The Role of Media Richness, Social Presence, and Cultural Distance

Title data

Gimpel, Henner ; Huber, Johannes ; Sarikaya, Serkan:
Customer Satisfaction in Digital Service Encounters : The Role of Media Richness, Social Presence, and Cultural Distance.
2016
Event: 24th European Conference on Information Systems (ECIS) , 12.-15.06.2016 , Istanbul, Turkey.
(Conference item: Conference , Paper )

Project information

Project title:
Project's official titleProject's id
Projektgruppe WI Customer Relationship ManagementNo information

Abstract in another language

Digital technologies are increasingly used for communication between service personnel and customers. These digital service encounters bring along two changes: First, diverse digital channels such as text, audio, or video communication vary in the perceived media richness and perceived social presence of the counterpart. Second, digital channels allow service providers to employ service personnel remote from the customer and to serve a geographically wider, otentially global market. In this, there is a rise of intercultural service encounters. Therefore, we investigate how customer satisfaction is influenced by the type of digital communication channel and by cultural differences between service personnel and customer. We build a heoretical model on the effect of communication channels and cultural differences on customer satisfaction in digital service encounters. Afterwards, we collect data through an internetbased survey including a simulation of a digital ervice encounter and cultural differences. We use the data and structural equation modelling to test our theoretical model. Our results indicate that perceived media richness and perceived social presence play a substantial role for customer satisfaction. Contrary to prior literature on offline service encounters, our results suggest that perceived cultural distance does not affect customer atisfaction in digital service encounters.

Further data

Item Type: Conference item (Paper)
Refereed: Yes
Keywords: Digitalization; Customer Relationship Management; Cross-Cultural Context; Digital Channels as Global Gateway
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Research Institutions
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering
Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management
Faculties
Faculties > Faculty of Law, Business and Economics
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 18 Jan 2018 15:37
Last Modified: 20 Dec 2018 07:59
URI: https://eref.uni-bayreuth.de/id/eprint/41774