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A comparative analysis of contactless e-service encounters in online platforms

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A Correction to this article was published on 13 March 2024

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Abstract

This study examines the importance of customer-centered e-service encounter activities in online platforms for enhancing customer value in different service sectors. To identify and evaluate the key factors that contribute to 3Ts (task, e-tangible, treatment) of e-service encounter activities, the Analytic Hierarchy Process (AHP) was applied. The study results identified the following priority factors: for retail and food services—product diversity was rated the highest (30.1% and 28.5%, respectively), and brand reliability (26.6% and 25.8%, respectively) the second; for accommodation service—brand reliability was rated the highest (27.4%) and then product diversity (26.6%). The results of this study provide useful insights to service organizations for designing effective e-service encounter activities based on 3Ts. Thus, this study contributes to the literature through its theoretical and practical implications.

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The data presented in this study are available on request from the corresponding author.

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Acknowledgements

This work was supported by INHA UNIVERSITY Research Grant (INHA-71636).

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Authors and Affiliations

  1. College of Business, University of Nebraska-Lincoln, Lincoln, USA

    Sang M. Lee

  2. International School, Duy Tan University, DaNang, Vietnam

    Soon Goo Hong

  3. College of Business Administration, Inha University, 100 Inharo, Michuhol-Gu, Incheon, South Korea

    DonHee Lee

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  1. Sang M. Lee
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  2. Soon Goo Hong
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  3. DonHee Lee
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All authors have conceptualization, writing the manuscript. All authors have read and agreed to the published version of the manuscript.

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Correspondence to DonHee Lee.

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Lee, S.M., Hong, S.G. & Lee, D. A comparative analysis of contactless e-service encounters in online platforms. Serv Bus 18, 1–26 (2024). https://doi.org/10.1007/s11628-024-00554-2

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