Espacio literario relevante sobre la evaluación de la calidad del servicio: países de realización de los estudios, métodos de análisis, índices de fiabilidad, hipótesis y desafíos

Digital transformation has allowed to offer additional services—which complement the main product—both in terms of use, emotional, and relationship terms. Focusing on a traditionally rational insurance customer offering a value that explores the customer’s emotions, from co-creating with the user, allows brand differentiation. Given this idea, this document has three purposes. First is identify the true role of expectations and the perceived quality of the customer’s digital experience. Second is to identify the relationship between customer experience and satisfaction gained in private insurance web areas. Third is to identify the most valued digital attributes by the user. A sample of 4,178 customers registered was analyzed using the partial least-squares technique. The model is highly predictive to customer experience and evidence the important relationship between the WOW effect and satisfaction, as well as the weak but double role that expectations play on insurance digital self-service. The model demonstrates that expectations are only relevant before web consumption, because during the process it is the perceived digital quality, in particular the usefulness, information, and technology, that offers a true customer experience. This article offers high academic value because it more accurately defines the determinants of the digital insurance customer experience and its effect on customer satisfaction in digital services. While expectations influence attitude before service, this research reveals that perceived digital quality is what delivers a true customer experience. Strategically, the implications are immediate in the field of business as it shows the importance of co-creation in digital design, not only because of the significant savings in implementation costs but also because it guarantees a greater experience, essential in the loyalty of its customers. This ensures the sustainable growth of the company.

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Studying Customer Experience and Retention Using Applied Data Science and Artificial Intelligence

Méndez-Aparicio

Martínez–Ruiz

Izquierdo‐Yusta

et al. 2021

Advances in Business Information Systems and Analytics

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Data science has established itself as a discipline of study in the new technological paradigm of the 21st century. Customer data and metadata are not only unique opportunities for companies that are interested in collecting, processing, and elaborating useful information for customer-centric business management. They are also starting to feed other disciplines, such as industry and computer engineering, which are developing new ways of organising information and intelligent response, where significant technological advances in facial, sensory, text, voice, and image recognition are constantly emerging, with response capabilities ever closer to human thinking. From this continuous interaction emerges a new asset for companies: knowledge. Thus, science applied to data is consolidating as an opportunity for companies in customer loyalty and retention by being able to include a relevant aspect in human relations such as warmth and empathy, basis of marketing 5.0, oriented once again towards human relations, from a virtual existence and total digitalisation.

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Espacio literario relevante sobre la evaluación de la calidad del servicio: países de realización de los estudios, métodos de análisis, índices de fiabilidad, hipótesis y desafíos

Abstract: Espacio literario relevante sobre la evaluación de la calidad del servicio: países de realización de los estudios, métodos de análisis, índices de fiabilidad, hipótesis y desafíos

Cited by 3 publications

References 40 publications

A psychometric data science approach to study latent variables: a case of class quality and student satisfaction

A psychometric data science approach to study latent variables: a case of class quality and student satisfaction

Customer Experience and Satisfaction in Private Insurance Web Areas

Studying Customer Experience and Retention Using Applied Data Science and Artificial Intelligence

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