Journal article

Service with an e-smile: Employee authenticity and customer use of web-based support services

Ofir Turel, Catherine E Connelly, Glenda M Fisk

INFORMATION & MANAGEMENT | ELSEVIER SCIENCE BV | Published : 2013

Abstract

Many companies work hard to ensure that service representatives are friendly when interacting with customers. Friendliness, however, is not always enough; customers must believe that service employees are not just acting out a friendly role. In our study, we extrapolated this idea to web-based support services. Integrating IS and marketing perspectives, we suggested that user judgment of human service representatives' authenticity operate through two mechanisms, system-, and service-representative assessments, to augment a visitor's continuance intention. Data collected from 86 users of a library web-based live-chat service supported this view. The perceived authenticity of the service repre..

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