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Keywords: Customer assistance
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Journal Articles
Journal of Service Theory and Practice (2019) 29 (4): 438–461.
Published: 28 October 2019
... highlight a paradoxical perception of chat in a customer assistance context. On the one hand, customers perceive live chat as mainly beneficial in a customer service context, alleviating embarrassment, perceived threats and potential dissatisfaction linked to assistance requests. On the other hand...
