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Do Digital Service Channels Influence Consumer Satisfaction?
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Author(s): Neelu Tiwari (Amity University, Noida, India)and Naveen Kumar Singh (Rashtriya Raksha University, India, & The Takshashila Institute, India, & INTI International University, Malaysia)
Copyright: 2025
Pages: 18
Source title:
Decoding Consumer Behavior Using the Insight Equation and AI Marketing
Source Author(s)/Editor(s): Arjun J Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, Punjab, India), Amit Mittal (Chitkara Business School, Chitkara University, Punjab, India)and Nitin Patwa (SP Jain School of Global Management, UAE)
DOI: 10.4018/979-8-3693-8588-3.ch004
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Abstract
The evolution of technology has ushered in a new era of communication between businesses and consumers, offering an array of digital channels to influence consumer behavior. This study explores the intricate relationship between these digital service channels and customer satisfaction while exploring how demographic variables moderate this relationship. According to a survey of 189 Delhi NCR residents, digital service channels, particularly those that are simple to use, convenient, and personalized, significantly increase customer satisfaction. However, the impact of these channels varies on demographic factors, suggesting a nuanced interplay between technology and individual characteristics. This study sheds light on an often-overlooked aspect in existing literature. This research underscores the need for businesses and policymakers to adopt a more tailored and inclusive approach. This study also has practical implications for businesses and government entities, offering valuable guidance in developing consumer-centric policies and initiatives.
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