Abstract

In this paper, we investigate the relationship between the use of different media and customer satisfaction in help desk service. Different dimensions of customer satisfaction were derived based on SERVQUAL: reliability, empathy, assurance, tangibles, and responsiveness. The results support our hypotheses that the use of conventional media (face-to-face and telephone) is related to help desk satisfaction, through reliability and empathy and electronic media (e-mail and Internet), users show higher satisfaction in tangibles and assurance. Also, hybrid media users (multi-media users by task) show a higher level of satisfaction in reliability and responsibility. The results suggest automating help desks should be considered as a way to provide more options to end-users.