Facilitating customer adherence to complex services through multi-interface interactions: The case of a weight loss service
Abstract
Today's communication landscape affords multiple service interfaces to promote customer engagement (i.e. adherence) with complex and prolonged services, but an understanding of how customers use them is limited. This study compares personal and non-personal interfaces that provide educational and/or emotional support for customers to develop the operant resources (i.e. competence and motivation) necessary for adherence. A survey of 270...
Paper Details
Title
Facilitating customer adherence to complex services through multi-interface interactions: The case of a weight loss service
Published Date
Jul 1, 2018
Journal
Volume
88
Pages
265 - 276
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