The Impact of Technology on Customer Perception of Service Quality

As the use of technology continues to increase in the customer’s buying and product use journey, a question arises as to how this impacts the customer’s perception of service quality and, therefore, their loyalty to a company’s product.

But as technology continues to expand and become more intertwined in our customer experience, how can organizations truly create additional competitive advantage by measurably enhancing the direct customer experience.In our travel today, we do all the buying work. We go online, book a ticket, get a QR code and board the airplane. This has been going on for years and is now expanding into many other service-related businesses in today’s economy.

The challenge, though, is that our service environments are creating less and less opportunity for this critical service interaction and, therefore, putting far more pressure on creating engagement through loyalty points alone. Further, there are many service businesses whose frequency of service and buying opportunities are limited, and therefore, loyalty points may not be the best solution for brand engagement.

With the digital world that we have been speaking about, and in staying with our hotel example, I have recently stayed at various properties where I go directly from the front door to my room without any human interaction whatsoever. Yes, I walk past team members, and often, unless I say hello or greet them, silence follows me to my room. This happens also in other service-related experiences where technology has become increasingly dominant, for example airplane travel.

Technology Customer Perception Service Quality Loyalty Programs Consumer Experience

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