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

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dc.citedby0
dc.contributor.authorZahari A.R.en_US
dc.contributor.authorEsa E.en_US
dc.contributor.authorSurbaini K.N.en_US
dc.contributor.authorAssidin N.H.N.en_US
dc.contributor.authorAbdullah A.E.en_US
dc.contributor.authorid57216607750en_US
dc.contributor.authorid55246857900en_US
dc.contributor.authorid36245410500en_US
dc.contributor.authorid58514691000en_US
dc.contributor.authorid58514691100en_US
dc.date.accessioned2024-10-14T03:21:01Z
dc.date.available2024-10-14T03:21:01Z
dc.date.issued2023
dc.description.abstractPurpose: 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.en_US
dc.description.natureFinalen_US
dc.identifier.doi10.55951/NURTURE.V17I3.317
dc.identifier.epage292
dc.identifier.issue3
dc.identifier.scopus2-s2.0-85166346016
dc.identifier.spage281
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85166346016&doi=10.55951%2fNURTURE.V17I3.317&partnerID=40&md5=2f8a5964cfa31d2cdd59f575bcec5aee
dc.identifier.urihttps://irepository.uniten.edu.my/handle/123456789/34603
dc.identifier.volume17
dc.pagecount11
dc.publisherPakistan Home Economics Associationen_US
dc.relation.ispartofAll Open Access
dc.relation.ispartofHybrid Gold Open Access
dc.sourceScopus
dc.sourcetitleNurture
dc.subjectCustomer effort
dc.subjectCustomer experience
dc.subjectE-mail touchpoint
dc.subjectEnergy firm
dc.subjectMobile apps
dc.subjectOnline touchpoints
dc.titleOnline touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customersen_US
dc.typeArticleen_US
dspace.entity.typePublication
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