Understanding Chat Perceptions in a Customer Assistance Channel

This paper explores chat perceptions in a customer assistance channel. Through the analysis of chat perceived features and customer’s motivations to use it, we suggest that chat’s poorness is more positive in customers’ eyes than usually acknowledged, facilitating the assistance seeking of those who are reluctant to interaction.



Citation:

Marion Sanglé-Ferrière and Benjamin Voyer (2017) ,"Understanding Chat Perceptions in a Customer Assistance Channel", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 862-864.

Authors

Marion Sanglé-Ferrière, ESCP Europe, France
Benjamin Voyer, ESCP Europe, UK



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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