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.

Citation

Makarem, S.C., Mudambi, S.M. and Podoshen, J.S. (2009), "Satisfaction in technology‐enabled service encounters", Journal of Services Marketing, Vol. 23 No. 3, pp. 134-144. https://doi.org/10.1108/08876040910955143