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The Impact of Different Media Use on Service Quality: An Empirical Investigation of End-User Satisfaction in Help-Desk Based on SERVQUAL
Abstract
In this paper, we investigated the relationship between different media use and customer satisfaction in help desk service. Different dimensions of customer satisfaction were derived based on SERVQUAL (Parasuraman et al. 1985): reliability, empathy, assurance, tangibles, and responsiveness. The results support our hypotheses that use of conventional media is related to help desk satisfaction through reliability and empathy and electronic media shows a higher satisfaction in tangibles and assurance. Also, hybrid media users show a higher satisfaction in reliability and responsibility. The results suggest that automating help desks should be considered as a way to provide more various options to end-users.
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