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Identifying Critical Determinants of ‘Digital Customer Services’ Usage – An Exploratory Study

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Advances in National Brand and Private Label Marketing (NB&PL 2019)

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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Abstract

Digital technology has reinvented retail business as well as commerce. This study aims to examine consumers’ perception and usage of digital customer services (DCS) and investigate three significant post-adoption and marketing consequences: simplicity, awareness, and usefulness. Using a purposeful sampling technique, 10 semi-structured, in-depth interviews were conducted with banking customers in Finland in January 2019. The research findings suggest that simplicity regarding DCS occupies a key position in their prolonged use, while awareness and usability are also important. This study offers some valuable theoretical and managerial implications and suggests an agenda for future research.

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Authors and Affiliations

  1. Jyväskylä University School of Business and Economics, University of Jyväskylä, P.O. Box 35, 40014, Jyväskylä, Finland

    Aijaz A. Shaikh

Authors
  1. Aijaz A. Shaikh
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Correspondence to Aijaz A. Shaikh .

Editor information

Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economics and Business, University of Almería, Almería, Spain

    Juan Carlos Gázquez-Abad

  3. Marketing Division, Babson College, Babson Park , MA, USA

    Anne Roggeveen

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Shaikh, A.A. (2019). Identifying Critical Determinants of ‘Digital Customer Services’ Usage – An Exploratory Study. In: Martínez-López, F., Gázquez-Abad, J., Roggeveen, A. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-18911-2_24

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