Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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The Effects of the Type of Online Chatting Service Interface : Focusing on Company Status

온라인 채팅서비스의 인터페이스 구성 효과 : 회사의 시장지위를 중심으로

  • 박상우 (서울시립대학교 산업경영 연구소) ;
  • 신동우 (서울시립대학교 경영학부)
  • Received : 2020.02.04
  • Accepted : 2020.02.17
  • Published : 2020.02.28
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Abstract

Recent advances in digital purchase platforms allow consumer to easy to access online purchase, but the online purchase systems often occurs a negative situations such as service failure. When customer experiences negative service, they want to communicate with the company online chatting service. But not much is known about how customers online chatting service's contextual cues effectiveness. So, the current research seeks to examine the effects of type of online chatting service interface and company market status on customers' perception of service quality and satisfaction with online chatting services. The results of two studies show that, when customer experienced negative online service, they expected to a high status (vs a low status) company had offered better service. but their service request are not met, customers perceive better service quality if served by a low status (vs high status) company represented by a logo (vs. an emoji). These findings will help marketing practitioners strategically how design their chatting service interface according to the their status when they communicate with customer who experienced negative service.

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