Identifying Critical Determinants of ‘Digital Customer Services’ Usage : An Exploratory Study
Shaikh, A. A. (2019). Identifying Critical Determinants of ‘Digital Customer Services’ Usage : An Exploratory Study. In F. J. Martínez-López, J. C. Gázquez-Abad, & A. Roggeveen (Eds.), NB&PL 2019: Advances in National Brand and Private Label Marketing, Sixth International Conference (pp. 190-196). Cham: Springer. doi:10.1007/978-3-030-18911-2_24
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Springer Proceedings in Business and EconomicsDate
2019Copyright
© Springer Nature Switzerland AG 2019
Digital technology has reinvented retail business as well as commerce. This study aims to examine consumers’ perception and usage of digital customer services (DCS) and investigate three significant post-adoption and marketing consequences: simplicity, awareness, and usefulness. Using a purposeful sampling technique, 10 semi-structured, in-depth interviews were conducted with banking customers in Finland in January 2019. The research findings suggest that simplicity regarding DCS occupies a key position in their prolonged use, while awareness and usability are also important. This study offers some valuable theoretical and managerial implications and suggests an agenda for future research.
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SpringerParent publication ISBN
978-3-030-18910-5Conference
International Conference on Advances in National Brand and Private Label MarketingIs part of publication
NB&PL 2019: Advances in National Brand and Private Label Marketing, Sixth International ConferenceISSN Search the Publication Forum
2198-7246Keywords
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