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2019 | OriginalPaper | Buchkapitel

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

verfasst von : Aijaz A. Shaikh

Erschienen in: Advances in National Brand and Private Label Marketing

Verlag: Springer International Publishing

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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.

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Titel: Identifying Critical Determinants of ‘Digital Customer Services’ Usage – An Exploratory Study
verfasst von: Aijaz A. Shaikh
Verlag: Springer International Publishing
Buch: Advances in National Brand and Private Label Marketing
Print ISBN: 978-3-030-18910-5

Electronic ISBN: 978-3-030-18911-2

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-18911-2_24