The Impact of Media Selection on End - user Satisfaction : An Empirical Study Based on SERVQUAL Framework

미디어선택이 최종사용자의 만족도에 미치는 영향: SERVQUAL 연구 틀을 이용한 실증적 연구

In this paper, we investigate the relationship between the use of different media and customer satisfaction in help desk service. Different dimensions of customer satisfaction were derived based on SERVQUAL : reliability, empathy, assurance, tangibles, and responsiveness. The results support our hypotheses that use of conventional media (face-to-face and telephone) is related to help desk satisfaction through reliability and empathy and electronic media (e-mali and internet) users show higher satisfaction in tangibles and assurance. Also, hybrid media users (multi-media users by task) show a higher level of satisfaction in reliability and responsibility. The results suggest that automating help desks should be considered as a way to provide more options to end-users.