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Identifying the Elements of Great Online Customer Encounters

In: Information and Communication Technologies in Tourism 2022

Author

Listed:
  • Johanna Heinonen

    (LAB University of Applied Sciences)

  • Juho Pesonen

    (University of Eastern Finland)

Abstract

Customer service is a major factor in the success of digital marketing. This study examines the service encounters between tourists and service providers, in this case, Visit Helsinki. The goal is to understand what are the dimensions of service quality in online chat discussions between tourists and DMO personnel and what elements in these discussions support the co-creation of great customer experiences. Altogether 123 chat discussions in June 2020 were downloaded and analysed using qualitative content analysis and statistical tests. The results show that great customer experiences are the result of extensive effort from the customer service agents where they go beyond just providing a satisfactory solution for the customer. The results are managerially important for destinations and tourism businesses around the world and increase the theoretical understanding of the moment of truth concept and its different elements in online service encounters.

Suggested Citation

  • Johanna Heinonen & Juho Pesonen, 2022. "Identifying the Elements of Great Online Customer Encounters," Springer Books, in: Jason L. Stienmetz & Berta Ferrer-Rosell & David Massimo (ed.), Information and Communication Technologies in Tourism 2022, pages 271-281, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94751-4_24
    DOI: 10.1007/978-3-030-94751-4_24
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