Does the Web Reduce Customer Service Cost? Empirical Evidence from a Call Center

Material TypeArticleLanguageEnglish
TitleDoes the Web Reduce Customer Service Cost? Empirical Evidence from a Call Center Author(S)Anuj Kumar (Author)
Abstract  Firms are investing millions to deploy Web-based self-services at their call centers. The rationale for such investment is that the firm's cost of interacting with its customers through the Web-based channel is an order of magnitude cheaper than the assisted channels such as telephony. We conduct a field study at the call center of a prominent U.S. health insurance firm to examine this cost-saving rationale of the Web-based self-service channel. On the one hand ...Paginationp721 - 737
SubjectManagementDescriptorsComputers Information technology
Journal TitleInformation Systems Research  
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