並列摘要
Customer relationships become more and more important for practitioner as the fierce competition faced by firms. Many firms build customer service center to provide services and retain their customers. Customers can acquire service by personal and IVR. If the services delivered by the two contact channel exert different influence on consumer retention is an important issue to be investigated. This study explores the effects of services quality delivered by personal and IVR on satisfaction and loyalty behavior of online game users. The sample is drew from customers of online games who have the experiences of contacting with the customer service centers via both personal and IVR. The results show the services quality of the two channel have different influence on customer satisfaction and loyalty.
延伸閱讀
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