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Service with an e-smile: Employee authenticity and customer use of web-based support services

机译：带有电子微笑的服务：员工真实性和客户对基于Web的支持服务的使用

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摘要

Many companies work hard to ensure that service representatives are friendly when interacting with customers. Friendliness, however, is not always enough; customers must believe that service employees are not just acting out a friendly role. In our study, we extrapolated this idea to web-based support services. Integrating IS and marketing perspectives, we suggested that user judgment of human service representatives' authenticity operate through two mechanisms, system-, and service-representative assessments, to augment a visitor's continuance intention. Data collected from 86 users of a library web-based live-chat service supported this view. The perceived authenticity of the service representatives increased information satisfaction, which in turn increased perceptions of usefulness, and ultimately strengthened the customer's continuance intention. Authenticity assessments also increased the perceived friendliness of the service provider, which in turn increased the visitor's continuance intentions. Implications of this dual-path concept are discussed.
机译：许多公司都在努力与客户互动时确保服务代表友好。然而，友善并不总是足够的。客户必须相信服务员工不仅在扮演友好角色。在我们的研究中，我们将此想法外推到基于Web的支持服务。结合IS和营销观点，我们建议用户对人类服务代表真实性的判断是通过两种机制进行的，即系统评估和服务代表评估，以增强访客的持续意愿。从基于图书馆网络实时聊天服务的86位用户收集的数据支持此视图。服务代表的感知真实性提高了信息满意度，进而增加了对有用性的感知，并最终增强了客户的持续意愿。真实性评估还提高了服务提供商的友善度，反过来又增加了访问者的持续意愿。讨论了这种双重路径概念的含义。

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