By Nancy Wünderlich
Nancy V. Wünderlich employs a multi-method process comprising a global qualitative research in Germany, united states and China and a longitudinal quantitative learn to research distant providers. She develops the Interactive Technology-Mediated provider version (ITSUM) to supply a complete method of explaining either preliminary attractiveness and repeated, persevered utilization of distant providers in businesses.
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Extra resources for Acceptance of Remote Services: Perception, Adoption, and Continued Usage in Organizational Settings (Applied Marketing Science / Angewandte Marketingforschung) (German Edition)
E-services are not limited to the domain of new economy companies. Established organizations are also augmenting their traditional offerings with e-services and approach their customers via multi-channel-strategies (Cassab 2009; Müller-Lankenau, Wehmeyer, and Klein 2005). For example, airlines offer ticket ordering via their websites, retrieval of ﬂight information via call centers, automated phone systems (APS), or check-in via self-check-in kiosks (Lufthhansa AG 2007). E-service applications are often tied to e-commerce business models that sell goods, for example the purchasing of physical goods that are then delivered by traditional means.
3 Positioning of Interactive Remote Services The inductive approach of this section will further explore the relation of interactive remote service to other technology-intensive services such as self-services and e-services from the customer’s perspective. 9. The horizontal axis describes the "intensity of human-to-human interaction" during the service from a customer’s perspective. The horizontal axis starts from a low intensity level on the left to a high intensity level on the right. High-contact, or in this study, high human-to-human interactivity refers to services that require high customer involvement and interaction between customers and service providers, either face-to-face or technology-mediated.
For example, a technician may ﬁx a bug easier and quicker in the morning than in the afternoon due to fatigue. Remote services vary to the degree in which they can be standardized. The level of standardization in turn affects the heterogeneity: pre-produced services such as remote check-ups on machines can be programmed once and provided multiple times to different customers. As a result, remote services with a high level of standardization enable the remote service provider to deliver services with consistent service quality while other more individual or interactive remote services will show more heterogeneity in the service outcome.