Identifying Critical Determinants of ‘Digital Customer Services’ Usage – An Exploratory Study

Aijaz A. Shaikh ()
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Aijaz A. Shaikh: University of Jyväskylä

A chapter in Advances in National Brand and Private Label Marketing, 2019, pp 190-196 from Springer

Abstract: Abstract 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.

Keywords: Digital customer services; Simplicity; Awareness; Usefulness; Finland (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-18911-2_24

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DOI: 10.1007/978-3-030-18911-2_24

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