Evaluating the Effect of Personalized Customer Support Service on Customer Loyalty
Date Issued
2014
Date
2014
Author(s)
Lu, Li-Gen
Abstract
Customer support service has drawn increasing attention from both researchers and practitioners in the recent few years. Especially to a company with broad and complex services, customer support service can effectively help its customers choose suitable plans and solve usage problems at both the pre-purchase and post-purchase stages. In so doing, customers will have better consumption experiences and thereby become more willing to repurchase. However, previous research only focused on IT quality and seemed to neglect the extent to which customers’ personal contexts are emphasized and better leveraged. Under this circumstance, it is difficult to figure out whether customer support service is really helpful to customers, let alone determine its impact on customer loyalty. Therefore, we’ll inspect customer support service from a personalized perspective. We expect to find out the effect of personalization on service quality and satisfaction as well as the relationship between personalized service and customer loyalty.
This paper targets the telecom industry in Taiwan. Due to the high churn rate of telecom providers, it is necessary to improve their services in order to retain customers. Since customer support service is an essential part of the telecom industry, we hope providers can refer to our research findings as the improvement of service quality, and ultimately be able to create a loyal customer base.
Subjects
顧客支援服務
個人化
顧客忠誠度
服務科學
Type
thesis
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