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Weatherhead Doctor of Management Programs
Show moreInvestment in self service technology (SST) is transforming the customer service encounter in virtually all industry sectors, pushing interpersonal service to a more automated and self initiated process. While firms are more familiar with operational implementation and customer acceptance factors of SST, there is much to learn concerning the cumulative implications of shifting customers from an interpersonal to a SST based service encounter. Of particular importance is what happens to trust between student and school the more students use self service technology to meet their financial aid service requests. Two groups of undergraduate students – some predisposed to SST based service and the other students predisposed to interpersonal based service - were studied using grounded theory, semi-structured qualitative interviews. Data analysis and coding resulted in a conceptual model that provides a contextual explanation of how SST impacts brand trust within the context of financial aid administration. The perceived attributes of “anticipation” and “education” are identified as key mediating variables. Within higher education administration, service encounter research is extended to contextual precision. Given the small sample of this study, large scale hypothesis testing is needed.
Doctorate of Management Programs
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Show moreThere is little research in service literature that provides a contextual framework for understanding the impact of web-based self service technology on brand trust. Of particular importance is what happens to trust between customer and firm the more customers use self service technology to meet their service requests? The author synthesizes service encounter and brand trust variables to construct a contingency framework useful for effective resource allocation. From a customer perspective, this longitudinal study will integrate the variables that shape student use of web-based self service technology and the variables that define brand trust. Within higher education administration, service encounter research is extended to contextual precision. This study develops a conceptual model that could be used to structure future research.
Doctorate of Management Programs
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Show moreSelf-service technologies (SSTs) and customer-vendor participation (co-production) are important features in the service encounter, yet there is much to learn about these service features relationship to customer satisfaction. The literature is rich with evidence of SSTs importance to forming customer satisfaction, but there is scant empirical evidence pointing to the role of co-production in forming customer satisfaction in online service encounters. It is hypothesized that within the online service encounter, features of co-production are significant predictors of customer satisfaction. Survey data show that customers differentiate the service features of co-production from the service features of SSTs. Furthermore, these two service features have identifiable drivers to customer satisfaction. Theoretical and practical implications are discussed.
Doctorate of Management Programs
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