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Service Personnel, Technology, and Their Interaction in Influencing Customer Satisfaction

机译：服务人员，技术及其在影响客户满意度中的相互作用

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摘要

Managing both the technologies and the personnel needed for providing high-quality, multichannel customer support creates a complex and persistent operational challenge. Adding to this difficulty, it is still unclear how service personnel and these new communication technologies interact to influence the customer's perceptions of the service being provided. Motivated by both practical importance and inconsistent findings in the academic literature, this exploratory research examines the interaction of media richness, represented by three different technology contexts (telephone, e-mail, and online chat), with six customer service representative (CSR) characteristics and their influences on customer satisfaction. Using a large-sample customer survey data set, the article develops a multigroup structural equation model to analyze these interactions. Results suggest that CSR characteristics influence customer service satisfaction similarly across all three technology-mediated contexts. Of the characteristics studied, service representatives contribute to customer satisfaction more when they exhibit the characteristics of thoroughness, knowledgeableness, and preparedness, regardless of the richness of the medium used. Surprisingly, while three other CSR characteristics studied (courtesy, professionalism, and attentiveness) are traditionally believed to be important in face-to-face encounters, they had no significant impact on customer satisfaction in the technology-mediated contexts studied. Implications for both practitioners and researchers are drawn from the results and future research opportunities are discussed.
机译：同时管理提供高质量，多渠道客户支持所需的技术和人员，会带来复杂而持久的运营挑战。更加困难的是，仍不清楚服务人员和这些新的通信技术如何相互作用以影响客户对所提供服务的看法。出于实践重要性和学术文献中不一致的发现的激励，这项探索性研究研究了以三种不同的技术环境（电话，电子邮件和在线聊天）为代表的具有六种客户服务代表（CSR）特征的媒体丰富性的相互作用。及其对客户满意度的影响。本文使用大样本客户调查数据集，开发了一个多组结构方程模型来分析这些相互作用。结果表明，企业社会责任特征在所有这三种技术介导的环境中同样会影响客户服务满意度。在所研究的特征中，服务代表表现出彻底，知识渊博和准备充分的特征时，无论所使用的媒体是否丰富，它们都会为客户满意度做出更大的贡献。令人惊讶的是，虽然传统上认为研究的其他三个CSR特征（礼貌，专业和专心）在面对面的交流中很重要，但在研究技术为中介的情况下，它们对客户满意度没有显着影响。研究结果对从业人员和研究人员都有影响，并讨论了未来的研究机会。

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