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A comparative analysis of contactless e-service encounters in online platforms

Author

Listed:
  • Sang M. Lee

    (University of Nebraska-Lincoln)

  • Soon Goo Hong

    (Duy Tan University)

  • DonHee Lee

    (Inha University)

Abstract

This study examines the importance of customer-centered e-service encounter activities in online platforms for enhancing customer value in different service sectors. To identify and evaluate the key factors that contribute to 3Ts (task, e-tangible, treatment) of e-service encounter activities, the Analytic Hierarchy Process (AHP) was applied. The study results identified the following priority factors: for retail and food services—product diversity was rated the highest (30.1% and 28.5%, respectively), and brand reliability (26.6% and 25.8%, respectively) the second; for accommodation service—brand reliability was rated the highest (27.4%) and then product diversity (26.6%). The results of this study provide useful insights to service organizations for designing effective e-service encounter activities based on 3Ts. Thus, this study contributes to the literature through its theoretical and practical implications.

Suggested Citation

  • Sang M. Lee & Soon Goo Hong & DonHee Lee, 2024. "A comparative analysis of contactless e-service encounters in online platforms," Service Business, Springer;Pan-Pacific Business Association, vol. 18(1), pages 1-26, March.
    • Handle: RePEc:spr:svcbiz:v:18:y:2024:i:1:d:10.1007_s11628-024-00554-2
    DOI: 10.1007/s11628-024-00554-2
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