Upplevelse av kundservice : En komparativ studie om skärmbaserad- och telefonbaserad kundservice

Sammanfattning: Due to the increasing online commerce in Sweden there are more and more companies who are focusing on their online business and more and more customer are buying clothes online. This means that there has been a transition from the physical store form to the online commerce. Based on this development in the market it aroused an interest in studying customer service, online. Therefore, the purpose of this paper is to study customers experience of customer service from clothing companies within the online industry in Sweden. This carries out by studying if customers experience that they are being encouraged to customer service, what kind of customer service they prefer and the reasons for it. Therefore, we initially make an introductory study of some of the websites belonging to the following clothing companies: H&M, Gina Tricot, Nelly, Boozt, Ellos and Bubbleroom. The main empirical study consists of 15 participants who are divided into three focus groups. To be able to analyse the collected material, three theories are applied: The Customer Contact Theory, Customer Service Life Cycle theory and Social Presence Theory. In terms of the results we alltogether, observe that the participants experience that companies are encouraging customers to use customer service, mainly through different options available on their website, instead of direct contact over the phone. It is also generally shown that the participants prefer screen-based customer service rather than telephone-based customer service. This study is written in the Swedish language.