Explore the Value of Live Chat: A Grounded Theory Study in Travel Agencies
Date Issued
2014
Date
2014
Author(s)
Shih, Mei-Ching
Abstract
The development of the Internet and ICT has boosted the growth of E-commerce and the scale of service extending from offline to online service. Live support system, or live chat becomes a new favorite. However, there are only a few of thesis researches studied in this field.
On the other hand, because of the ameliorating quality of life in Taiwan, tourism industry has become an important service industry and moved to online services these years. Comparing to Taiwanese tourism website, live chat service has been well developed in other countries. Somehow Taiwanese tourism websites are normally enriched with various content and full functions of transaction but lack of differentiation. The environment of the industry and the interaction between customers and practitioners are complicated and in need of further research.
This study chose four outstanding travel agencies to disclose the managerial dilemma of the live chat service implementation. In addition, the research found the insight from customers by using grounded theory. The concept, power shifting, is purposed, which contains expectation gap, anger, ability to extricate, and dissatisfaction. People would gain the negative stimulus from expectation gap and anger followed by the process, which the negative stimulus would trigger people to cognize the ability of extricate. After taking actions to solve the negative stimulus, people would evaluate the compensation of travel agency and decide whether to choose it by the degree of dissatisfaction next time. Based on the concept of power shifting, this study concludes the characteristic of live chat, which is to solve certain main problems. The properties in each paradigm model are related to the live chat problem-solving features. The research raised four suggestion guideline of live chat, (a) the character of live chat should be defined as a personal assistant with personal style, (b) the emergence of live chat should be moved forward to the time when customers initiate their ideas to travel, (c) live chat service should embed with mobile services, and (d) live chat service should provide recording function to flourish potential customer demand. This research encourages the service provider to reevaluate the value of service and change the mindset of product-orientation. At last not the least, the purpose of this research is to help the managers of travel agency and the potential service providers to accumulate rejuvenated ideas from the findings.
Subjects
紮根理論
旅行社
線上客服
權力轉移
行動裝置
Type
thesis
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