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

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Aijaz A. Shaikh

    (University of Jyväskylä)

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.

Suggested Citation

  • Aijaz A. Shaikh, 2019. "Identifying Critical Determinants of ‘Digital Customer Services’ Usage – An Exploratory Study," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Anne Roggeveen (ed.), Advances in National Brand and Private Label Marketing, pages 190-196, Springer.
  • Handle: RePEc:spr:prbchp:978-3-030-18911-2_24
    DOI: 10.1007/978-3-030-18911-2_24
    as

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