Det personliga mötet online - En studie om Faceifiering

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: Is it possible to get personalized and customized service in a digital environment? YES! The authors of this paper have created a theoretical innovation that enables a face-to-face service encounter on an e-commerce website. Providing personalized custom service is very important in the physical store, and researchers have long been agreed that it is equally important that there is such an alternative available online. Though, this type of service has not been available before. The innovation is called Faceifiering and enables a digital face-to-face conversation between the customer and employee through video call and where the employee can control the customer's navigation like a remote control on the e-commerce website. This means that the customer is offered minimal effort and get quickly answers to their questions in real time. Faceifiering can be compared to that the customer has a personal shopper online. Researchers have long agreed that it is important to be able to offer the same type of service online that is offered in physical stores. The study measures how Faceifiering is perceived and what type of service quality it meets for consumers and e-commerce through a quantitative survey method. Since Faceifiering is a unique innovation in its kind, it has not yet been implemented, but the result of this paper proves that there is a demand and e-retailers who want to deliver their customers a service opportunity that is unlike anything else should grasp the content of this study.

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