The Relationship Among Service Encounter Based On Human-computer Interaction, Electronic Service Quality And Electronic Service Value

The new epoch of service industry is opened by the transition from goods economy toservice economy and the rapid development of information and communication technology.Since then, electronic service has been replacing physical service and becoming themainstream service form. Service encounter based on human-computer interaction, the mainform for customers dominating electronic service, has a significant influence on customersperceived electronic service quality and electronic service value, and thus is the key point ofservice operations management. So, clarifying the internal mechanism of service encounterbased on human-computer interaction and analyzing its effects on electronic service qualityand electronic service value can make significantly theoretical and practical contributions.This paper first reviewed the core concepts (service encounter based onhuman-computer interaction, electronic service quality and electronic service value) andtheories (task technology fit theory, means end chain theory and service dominant logictheory). Then, it proposed a conceptual model comprised of service encounter based onhuman-computer interaction, electronic service quality and electronic service value with17hypotheses derived from3aspects. Based on the empirical results from634validquestionnaires from internet banking users,15hypotheses were supported.As for the core concepts, the following conclusions are drawn:(1) Service encounterbased on human-computer interaction involves4elements (technology, user, task and tasktechnology fit). Technology functionality, user technology readiness and task routineness allhave positive effects on task technology fit. Task routineness negatively moderates therelationship between technology functionality and task technology fit.(2) From the lens ofmeans end chain theory, the theoretical framework can be proposed to systematicallyinvestigate the relationships among research modules of electronic service quality,incorporating existing research aspects of inside and outside attributes and users’characteristics of electronic service and evaluation contents and results of electronic servicequality.(3) In the electronic service context,3propositions about value co-creation in servicedominant logic theory are developed and3deductions are proposed. These deductions canexplain the roles of customer, enterprise and technology in electronic service valueco-creation and the influences of these roles on value co-creation. Through this, the electronicservice value co-creation mechanism is systematically addressed.As for the relationship among service encounter based human-computer interaction,electronic service quality and electronic service value, the following conclusions are obtained:(1)4variables of service encounter based on human-computer interaction (technology functionality, task routineness, individual technology readiness and task technology fit) allpositively affect electronic service quality. Task technology fit is a partial mediator betweentechnology functionality (task routineness/individual technology readiness) and electronicservice quality. Task routineness negatively moderates the relationship between technologyfunctionality and electronic service quality.(2) Electronic service quality has a positive effecton electronic service value.(3) Task technology fit positively affects electronic service value,and electronic service quality is a partial mediator in this relationship.Overall, this research makes the following theoretical contributions:(1) This study usesthe task technology fit theory from management information system (MIS) area to investigatethe relationship among service encounter, service quality and service value in the electronicservice context, so the application of task technology fit theory is extended to service sciencearea. Besides, technology readiness, which is put forward in service economy and expressinghuman natures of individuals adopting new technologies, is introduced to task technology fittheory. Thus, the explanatory power of task technology fit theory is enhanced, and this theoryis elaborated.(2) The theoretical framework of electronic service quality is proposed from theperspective of means end chain theory. This framework provides a path to distinguish andintegrate the existing research achievements in electronic service quality area. Means endchain theory from the psychology area is proliferated to service science area.(3)3propositions about value co-creation in service dominant logic theory are extended to theelectronic service context. Service dominant logic theory is also elaborated.(4) Theconceptual model of service encounter based on human-computer interaction, electronicservice quality and electronic service value is put forward and test by the theories from MIS,psychology, and service science areas. The relationships among related variables are clarified.The connotations and applications scopes of these theories are elaborated. An integrationresearch thought is provided to the scholars for conducting further studies in the electronicservice context.The findings of this research could help electronic service enterprises reasonably classifytask types and accurately grasp customer idiosyncrasies. Enterprises could also designinteraction interface with the fit perspective, and systematically measure and manageelectronic service quality from several dimensions. In this way, the customers dominatingelectronic service value co-creation is assured. Finally, enterprises performance is improvedand the development of service economy is promoted.