Consumers in Information Technology Enabled Service Encounters: Perceptions and Tradeoffs in Multi-Channel Interactions

This study examines information technology enabled, multi-channel service context from the end-user's perspective and, more specifically, from the perspective of a consumer, in particular the extent to which the multi-channel interaction experience results in consumer satisfaction and any tradeoffs that consumers make in the evaluation of the context of service. Empirical results from our online survey with mobile consumers indicate that the variables included in the model have a direct impact on consumer satisfaction when considered individually. There are, however, tradeoffs between variables (e.g., problem-handling and record accuracy; scalability and usability of service) when considered simultaneously. This paper contributes to the discussion of development and use of IT enabled services and particularly how users of such should be considered as consumers. Practitioners designing services need to consider not only the technological artifact but also the entire service offering.