| The complexity of customer satisfaction with technology support services makes it difficult to assess the effectiveness of these services in regards to the mix of support channels that generate maximum customer satisfaction at minimal cost. The purpose of this correlational quantitative study was to analyze factors that influence support encounter customer satisfaction, as moderated by service channel. Data gathered by the University of Pittsburgh was used to examine traditional support encounter factors and post encounter survey responses. The moderating effect of support channel was also examined. Several anticipated channels had insufficient survey responses and were removed from analysis. Regression analysis revealed a statistically significant relationship between complexity and customer satisfaction, F(5,295) = 10.12, p < .05, R2 = .04 with the greatest influence evident when moderated by an email encounter, (b = .44, t(295) = 2.58, p < .05). A statistically significant relationship between technology self-image and customer satisfaction was revealed, F(5,295) = 2.48, p < .05, R2 = .06 with a negative influence evident when moderated by a web-based encounter, (b = -.21, t(295) = -2.35, p < .05). We conclude that complex incidents result in greater customer satisfaction; enhanced when email is the chosen channel. We also conclude that customers with a greater technology self-image tend to experience greater customer satisfaction; negatively influenced when a web interface is the chosen channel. Future research includes further research on the no response channels; study of non-significant factors to reveal issues affecting these factors; research into low technology self-image customers to improve satisfaction; and research into why web-based support encounters reduce customer satisfaction for high technology self-image customers. |
