"Deal with it": How coping with e-service innovation affects the customer experience

Robert Ciuchita*, Dominik Mahr, Gaby Odekerken-Schroder

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

E-service customers have myriad alternatives, so they can easily reduce their use of an e-service or switch to competitors. To enhance existing customers' experiences and convince them to persist in their usage, companies often introduce new versions of e-services. However, the changes resulting from such incremental innovations can be effortful for customers to learn and potentially even ruin their experiences. If e-service providers want to avoid losing existing customers, they must understand how customers deal with the changes introduced by incremental innovations and the resulting impacts on the customer experience, with both the innovation and the e-service in general. To address these research questions, the current study proposes a conceptual model based on service innovation, appraisal and coping, and customer experience theories and empirically tests it with data from two quantitative studies. The results show that incremental changes in existing e-services affect the cumulative customer experience, but firms introducing such innovations can encourage certain coping strategies (e.g., problem-focused) to leverage different dimensions of the encounter experience (e.g., usefulness of the new version, pleasure in using it).
Original languageEnglish
Pages (from-to)130-141
Number of pages12
JournalJournal of Business Research
Volume103
DOIs
Publication statusPublished - Oct 2019

Keywords

  • E-services
  • Incremental innovation
  • Customer experience
  • Existing customers
  • Coping
  • SELF-EFFICACY
  • INFORMATION-SYSTEMS
  • CONSUMER
  • TECHNOLOGY
  • ACCEPTANCE
  • MODEL
  • INTERPLAY
  • DESIGN
  • ROLES
  • TESTS

Cite this

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title = "{"}Deal with it{"}: How coping with e-service innovation affects the customer experience",
abstract = "E-service customers have myriad alternatives, so they can easily reduce their use of an e-service or switch to competitors. To enhance existing customers' experiences and convince them to persist in their usage, companies often introduce new versions of e-services. However, the changes resulting from such incremental innovations can be effortful for customers to learn and potentially even ruin their experiences. If e-service providers want to avoid losing existing customers, they must understand how customers deal with the changes introduced by incremental innovations and the resulting impacts on the customer experience, with both the innovation and the e-service in general. To address these research questions, the current study proposes a conceptual model based on service innovation, appraisal and coping, and customer experience theories and empirically tests it with data from two quantitative studies. The results show that incremental changes in existing e-services affect the cumulative customer experience, but firms introducing such innovations can encourage certain coping strategies (e.g., problem-focused) to leverage different dimensions of the encounter experience (e.g., usefulness of the new version, pleasure in using it).",
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author = "Robert Ciuchita and Dominik Mahr and Gaby Odekerken-Schroder",
note = "data source: experimental data",
year = "2019",
month = "10",
doi = "10.1016/j.jbusres.2019.05.036",
language = "English",
volume = "103",
pages = "130--141",
journal = "Journal of Business Research",
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}

"Deal with it" : How coping with e-service innovation affects the customer experience. / Ciuchita, Robert; Mahr, Dominik; Odekerken-Schroder, Gaby.

In: Journal of Business Research, Vol. 103, 10.2019, p. 130-141.

Research output: Contribution to journalArticleAcademicpeer-review

TY - JOUR

T1 - "Deal with it"

T2 - How coping with e-service innovation affects the customer experience

AU - Ciuchita, Robert

AU - Mahr, Dominik

AU - Odekerken-Schroder, Gaby

N1 - data source: experimental data

PY - 2019/10

Y1 - 2019/10

N2 - E-service customers have myriad alternatives, so they can easily reduce their use of an e-service or switch to competitors. To enhance existing customers' experiences and convince them to persist in their usage, companies often introduce new versions of e-services. However, the changes resulting from such incremental innovations can be effortful for customers to learn and potentially even ruin their experiences. If e-service providers want to avoid losing existing customers, they must understand how customers deal with the changes introduced by incremental innovations and the resulting impacts on the customer experience, with both the innovation and the e-service in general. To address these research questions, the current study proposes a conceptual model based on service innovation, appraisal and coping, and customer experience theories and empirically tests it with data from two quantitative studies. The results show that incremental changes in existing e-services affect the cumulative customer experience, but firms introducing such innovations can encourage certain coping strategies (e.g., problem-focused) to leverage different dimensions of the encounter experience (e.g., usefulness of the new version, pleasure in using it).

AB - E-service customers have myriad alternatives, so they can easily reduce their use of an e-service or switch to competitors. To enhance existing customers' experiences and convince them to persist in their usage, companies often introduce new versions of e-services. However, the changes resulting from such incremental innovations can be effortful for customers to learn and potentially even ruin their experiences. If e-service providers want to avoid losing existing customers, they must understand how customers deal with the changes introduced by incremental innovations and the resulting impacts on the customer experience, with both the innovation and the e-service in general. To address these research questions, the current study proposes a conceptual model based on service innovation, appraisal and coping, and customer experience theories and empirically tests it with data from two quantitative studies. The results show that incremental changes in existing e-services affect the cumulative customer experience, but firms introducing such innovations can encourage certain coping strategies (e.g., problem-focused) to leverage different dimensions of the encounter experience (e.g., usefulness of the new version, pleasure in using it).

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KW - Coping

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