Staff View: Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers

Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers

Purpose: This study aims to investigate if the online touchpoints (e-mail and mobile app) of the leading energy provider in Malaysia and customer effort were significantly different by customer types, name, government and local authorities, businesses, and domestic users. Design/Methodology/Approach...

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Main Authors:	Zahari A.R., Esa E., Surbaini K.N., Assidin N.H.N., Abdullah A.E.
Other Authors:	57216607750
Format:	Article
Published:	Pakistan Home Economics Association 2024
Subjects:	Customer effort Customer experience E-mail touchpoint Energy firm Mobile apps Online touchpoints
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id	my.uniten.dspace-34603
record_format	dspace
spelling	my.uniten.dspace-346032024-10-14T11:21:01Z Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers Zahari A.R. Esa E. Surbaini K.N. Assidin N.H.N. Abdullah A.E. 57216607750 55246857900 36245410500 58514691000 58514691100 Customer effort Customer experience E-mail touchpoint Energy firm Mobile apps Online touchpoints Purpose: This study aims to investigate if the online touchpoints (e-mail and mobile app) of the leading energy provider in Malaysia and customer effort were significantly different by customer types, name, government and local authorities, businesses, and domestic users. Design/Methodology/Approach: The study uses a primary data set of 281 and 1156 respondents with experience of using e-mail and mobile apps. A stratified sampling technique was used in the current study, and data were analyzed using IBM Statistical Package of Social Science (SPSS) 27.0 for Windows. Frequency, descriptive, reliability tests, and one-way analysis of variance tests was applied to the data. Findings: The findings showed significant differences between one of the variables of e-mail (service quality) and three dimensions of the mobile app (informational, functional, and design quality) with three types of customers. The results also revealed no significant differences between customer types and effort for both online touchpoints. Conclusion: The findings from this study will benefit the managers or practitioners of a leading energy firm and other firms in the energy sector to strategize and utilize the online touchpoints (e-mail and mobile app) functions to serve their numerous types of customers better. Research Limitations/Implications: The current study only focuses on a leading energy firm with two types of online touchpoints. Practical Implications: The Practitioners will be able to enhance the capabilities of online touchpoints and use these tools to efficiently engage consumers and support customer experience, happiness, and loyalty. Contribution to Literature: The current study contributes to the body of knowledge on online touchpoints and customer effort because past literature revealed a limited study on these areas, particularly in the energy sector. � 2023, Nurture. All Rights Reserved. Final 2024-10-14T03:21:01Z 2024-10-14T03:21:01Z 2023 Article 10.55951/NURTURE.V17I3.317 2-s2.0-85166346016 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85166346016&doi=10.55951%2fNURTURE.V17I3.317&partnerID=40&md5=2f8a5964cfa31d2cdd59f575bcec5aee https://irepository.uniten.edu.my/handle/123456789/34603 17 3 281 292 All Open Access Hybrid Gold Open Access Pakistan Home Economics Association Scopus
institution	Universiti Tenaga Nasional
building	UNITEN Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Tenaga Nasional
content_source	UNITEN Institutional Repository
url_provider	http://dspace.uniten.edu.my/
topic	Customer effort Customer experience E-mail touchpoint Energy firm Mobile apps Online touchpoints
spellingShingle	Customer effort Customer experience E-mail touchpoint Energy firm Mobile apps Online touchpoints Zahari A.R. Esa E. Surbaini K.N. Assidin N.H.N. Abdullah A.E. Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers
description	Purpose: This study aims to investigate if the online touchpoints (e-mail and mobile app) of the leading energy provider in Malaysia and customer effort were significantly different by customer types, name, government and local authorities, businesses, and domestic users. Design/Methodology/Approach: The study uses a primary data set of 281 and 1156 respondents with experience of using e-mail and mobile apps. A stratified sampling technique was used in the current study, and data were analyzed using IBM Statistical Package of Social Science (SPSS) 27.0 for Windows. Frequency, descriptive, reliability tests, and one-way analysis of variance tests was applied to the data. Findings: The findings showed significant differences between one of the variables of e-mail (service quality) and three dimensions of the mobile app (informational, functional, and design quality) with three types of customers. The results also revealed no significant differences between customer types and effort for both online touchpoints. Conclusion: The findings from this study will benefit the managers or practitioners of a leading energy firm and other firms in the energy sector to strategize and utilize the online touchpoints (e-mail and mobile app) functions to serve their numerous types of customers better. Research Limitations/Implications: The current study only focuses on a leading energy firm with two types of online touchpoints. Practical Implications: The Practitioners will be able to enhance the capabilities of online touchpoints and use these tools to efficiently engage consumers and support customer experience, happiness, and loyalty. Contribution to Literature: The current study contributes to the body of knowledge on online touchpoints and customer effort because past literature revealed a limited study on these areas, particularly in the energy sector. � 2023, Nurture. All Rights Reserved.
author2	57216607750
author_facet	57216607750 Zahari A.R. Esa E. Surbaini K.N. Assidin N.H.N. Abdullah A.E.
format	Article
author	Zahari A.R. Esa E. Surbaini K.N. Assidin N.H.N. Abdullah A.E.
author_sort	Zahari A.R.
title	Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers
title_short	Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers
title_full	Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers
title_fullStr	Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers
title_full_unstemmed	Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers
title_sort	online touchpoints and customer effort: a comparative study of government and local authorities, businesses, and domestic customers
publisher	Pakistan Home Economics Association
publishDate	2024
_version_	1814061063978614784
score	13.222552

Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers

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