Title: What about customer service innovation in the digital era?

Authors: Afef Ben Youssef

Addresses: Higher Institute of Technological Studies of Communications of Tunis, Technopôle El Ghazala, 2083, Ariana, Tunisia; E.N.V.I.E. Laboratory, Faculty of Economic Sciences and Management of Nabeul, Campus Universitaire Mrezga, Route Hammamet, 8000, Nabeul, Tunisia

Abstract: Increasingly, customer service is considered by many managers as the best way to gain insight into customers and take advantage of service propositions for superior performance. In fact, customer service is a core component of the customer experience. Besides, it seems that technologies are helping them to keep this orientation, since frequent changes in customer expectations are more and more putting pressure and new challenges on the customer service offer. Thus, the aim of this paper is to identify antecedents and outcomes of customer service innovation. Using survey research, a total of 141 responses was received from Tunisian firms and was used in the data analysis. Findings show that customer orientation and commitment to customer service influence the firm adoption of customer service innovation. In addition, the positive impact of customer service innovation on the firm's market performance was confirmed and the ICT capability moderates this relationship.

Keywords: customer service innovation; customer orientation; commitment; market performance; ICT capability.

DOI: 10.1504/IJBFMI.2023.129848

International Journal of Business Forecasting and Marketing Intelligence, 2023 Vol.8 No.2, pp.95 - 113

Received: 10 Jul 2022
Accepted: 18 Jul 2022
Published online: 31 Mar 2023 *

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