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.
|Title of host publication||2023 Global Marketing Conference at Seoul Proceedings|
|Publication status||Published - 20 Jul 2023|
|Event||2023 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 2023 → 23 Jul 2023
|Conference||2023 Global Marketing Conference at Seoul|
|Country/Territory||Korea, Republic of|
|Period||20/07/23 → 23/07/23|