Service agent driven co-created caring in chat-based customer service encounters

Heinonen, Johanna and Sthapit, Erose ORCID: https://orcid.org/0000-0002-1650-3900 (2024) Service agent driven co-created caring in chat-based customer service encounters. Services Marketing Quarterly, 45 (1). pp. 1-24. ISSN 1533-2969

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Abstract

This study explores the elements of caring and its relationship with customer-value co-creation in the context of chat-based service encounters. For this purpose, 123 chat conversations from the Visit Helsinki chat platform were analyzed using deductive content analysis. The findings reveal that customers played an active role in the value co-creation process. The elements of caring play an important role in customer-value co-creation and produce affective and emotional benefits, including cognitive, integrative and recognition benefits for the customer. A benevolent attitude, commitment and consideration, which includes creating situations wherein the customer-service agent and the customer solve problems together, strengthen and enable value co-creation. Language and customer-service expressions also enhance customer-value co-creation, while different statements of being present and interested in the customer create positive emotions and an atmosphere of caring. This demonstrates that caring about the customer could be the key to value co-creation. Further, this study discusses theoretical and managerial implications and recommendations for future research.