Consumer experience in phone communication in the service purchasing process.

Autor: BONDOS, ILONA
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Zdroj: Annales Universitatis Mariae Curie-Sklodowska, Sectio H: Oeconomia; 2019, Vol. 53 Issue 1, p19-27, 9p
Abstrakt: Theoretical background: Consumers today are presented with a myriad of opportunities through which the purchase process can be realized (Yrjölä et al., 2018, p. 1133). The customer journey can be defined as a buyer's behaviour in a multi (omni) environment with the goal of finalizing purchase transactions and acquiring positive (seamless, holistic) customer experiences. Researchers look at a service buying process as the customer value-adding journey (Saghiri et al., 2017; Wilding, 2003) and its prime objective is to deliver a positive customer experience at each of stage of the buying process. According to media richness theory (MRT), voice-based communication is ranked higher than text-based communication along the media richness continuum (Daft & Lengel, 1984), however, some additional findings have been also revealed. Taking into account the traditional continuum of media richness, phone communications is perceived as rich in information; only face to face contact is seen as richer (Suh, 1999). As stated in Rhee (2010), customer-initiated communications via phone channel is preferred when the consumer faces an extended problem-solving (high perceived risk/low familiarity) situation. Whereas, in the case of routine problem-solving, the situation online channel is preferred. However, some relevant research on marketing channel richness has been proposed by Kwak (2012) as well as Lipowski and Bondos (2018). According to this research stream, the medium itself does not necessarily determine its perceived media richness. The key factor is user's familiarity with a particular marketing channel and his/her ability to use its communicational potential. Purpose of the article: The present study attempts to provide evidence about the potential of the phone channel as the channel of contact with the service provider through the entire service buying process, including four stages: pre-purchase, purchase, post-purchase and resignation from service. The main goal of the study is to identify the level of customers' experience/knowledge of using the phone channel by the three consumer generations (Baby Boomers, X and Y). Research methods: The survey study was conducted in September-November 2015 on a group of 1,103 respondents (Polish adult consumers) including 357 (BB), 390 (X) and 356 (Y). The research sample was determined by the quota-random method; the CAPI (computer-assisted personal interview) method was used with a standardized questionnaire. In order to verify the research hypothesis, MANOVA was used with data on three customer generations. Main findings: The BB generation possesses the least experience in phone communication in the service buying process. Next is the X generation with more phone communication experience than BB but less than the Y generation. At each stage in the service purchasing process, the Y generation is the most knowledgeable in the area of phone communication. In general, there is a visible downward trend of the own experience level along with further stages in the service purchasing process. In terms of phone communication, the most mysterious for customers is the last phase. [ABSTRACT FROM AUTHOR]
Databáze: Complementary Index