Makarem, Suzanne C.; Mudambi, Susan M.; Podoshen, Jeffrey S. - In: Journal of Services Marketing 23 (2009) 3, pp. 134-144
Purpose – This paper aims to determine the importance of the human touch in customer service interactions. Design/methodology/approach – The paper is based on two original studies using tech‐savvy respondents, utilizing a survey and scenario‐based research. Findings – The paper finds...