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NAERINGSPH-Nærings-phd

Consumer trust in self-services ? A cross-cultural study

Alternative title: Konsumenters tillit til telekomtjenester. En krysskulturelt studie

Awarded: NOK 1.4 mill.

In the global service industry a major challenges are taken place at the moment, which are the massive digitalization. Companies invest in the development of digital self-service and other forms of non-human customer service. Companies stand to benefit a better understanding of the various aspects of adopting digital self-service, including the role of trust and decision-making. Companies are dependent on customer personal information. Understanding consumer trust and decision-making in digital self-service and how to increase the rate of consumer adoption of digital self-service is crucial. Consumer adoption of digital self-service is essential to company success, because the share of customers willing to adopt such technology is likely to have a bearing on the goal of reducing operational costs. It is therefore essential to understand how customers adopt to digital self-service, understanding customers willingness to share personal data and the influence of trust in adoption of digital self-services. At the same time, it is relevant to look at how the design of chatbots and the design of virtual agents influence how customers share information about themselves.The issue of trust will play an important role through the PhD.

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In the global telecommunication industry three major challenges are taken place at the moment, which are the following the first one is the massive digitalization of telecommunication series, secondly the emerging competition from the so-called over-the-top content providers, such as Facebook, Twitter, and SnapChat and third the need telecommunication companies have to serve customers in culturally heterogeneous markets. In the context of these challenges, understanding how to gain trust of highly diverse customers seems to be particularly important. And when personal contact is being replaced by self-service based digital channels, creating trust is becoming a challenge. It is therefore essential to understand how customers cultural background influences their trust in the self-service technology developed by the ongoing digitalization processes to make customer committed to new services developed by the telcos. The issue of trust will play an important role through the PhD.

Funding scheme:

NAERINGSPH-Nærings-phd