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Published in:
2022 | OriginalPaper | Chapter
How Technology Influences Customer Experience in Complex Service Settings: An Abstract
Authors : Maarten Bosma, Laurence Dessart
Published in: Celebrating the Past and Future of Marketing and Discovery with Social Impact
Publisher: Springer International Publishing
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Abstract
The holistic and contingent construct of customer experience is widely researched in contemporary marketing. While we know that technology may strongly impact and change customer experience for businesses and consumers, little is known about how technology may create motivations, or conversely barriers for customers in interacting with businesses providing complex services (Kranzbühler et al. 2018). The aim of this paper is to identify the impact that technology adoption has on customer experience in complex service settings. A specific onlook at complex service settings is taken as an extreme case of customer experience, where technology may be particularly helpful or challenging in a B-to-B-to-C setting.
This research is done based on an analysis of the literature on customer experience and technology adoption. In particular, the insurance industry is taken as an industry focus, because it epitomizes the uniqueness of complex service settings (e.g. Mikolon et al. 2015).
The exhaustive review of the literature allows developing a conceptual model whereby technology has the potential to positively or negatively influence customer experience, due to the motivation and barriers it generates for customers. Specific technology related barriers and motivations are thus put forward as impacting customer experience. The impact of these motivations and barriers is shown to be further enhanced by industry-specific and contextual factors present in complex service settings.
A conceptual model is proposed, evidencing technology-related motivations and barriers, moderated by context-specific industry factors, influence customer experience. The research contributes to the growing field of customer experience and its relationship with technology (e.g. Singh and Söderland 2019; Vakulenko et al. 2019), by stressing the particularly vivid challenges encountered in complex service settings. This conceptual model helps businesses operating in complex services directing their resources toward customer experience optimization, and opens a new agenda to research interactions between different constructs and antecedents.