E-interaction behaviour and customer experience: The role of psychological comfort

Svetlana De Vos, Bora Qesja, Gediminas Lipnickas

Research output: Chapter in Book/Report/Conference proceedingConference contribution


This study, based on mixed method research design, explores the mechanism by which online service provider experiences are indirectly influenced by service interactions (service manner and need identification) in a rarely explored context (e-learning service and digital product/online MBA). While the service provided by employees is argued to play an important role in consumers’ evaluations of service performance (Vasconcelos et al., 2015), the impact of service interaction on experience (combining credence service theory and customer experience theory) has to date not been explored.
Original languageEnglish
Title of host publication2023 Global Marketing Conference at Seoul Proceedings
Publication statusPublished - 20 Jul 2023
Event2023 Global Marketing Conference at Seoul: Marketing & Management Transformation in the Challenging Digital Environment - Lotte Hotel Seoul and Yonsei University, Seoul, Korea, Republic of
Duration: 20 Jul 202323 Jul 2023


Conference2023 Global Marketing Conference at Seoul
Country/TerritoryKorea, Republic of
Internet address


Dive into the research topics of 'E-interaction behaviour and customer experience: The role of psychological comfort'. Together they form a unique fingerprint.

Cite this