In today's increasingly digital world, customer service rapidly evolves from traditional face-to-face interactions to online and chat-based platforms. Recognising the critical need for empathy that leads to personalised actions, i.e. caring, in these virtual environments, Johanna Heinonen’s doctoral dissertation, Caring Matters: Co-creational Elements of Caring in Chat-Based Customer Service Encounters, sheds new light on the importance of integrating caring behaviours into online customer service.
Elements of caring in digital customer service
In her dissertation, Heinonen highlights the transformative potential of genuine caring in online interactions, advocating for a shift from basic customer service to delivering authentic caring in digital environments. "This approach is not only about resolving customer issues but also about creating positive, lasting memories that enhance customer satisfaction and loyalty,” says Heinonen.
Heinonen’s research, conducted at the Faculty of Social Sciences and Business Studies, University of Eastern Finland, explores how elements of caring, such as responsiveness, effectiveness, politeness, and personalisation, influence customer satisfaction and loyalty in chat-based interactions. Her findings demonstrate that these caring elements are just as crucial in digital environments as in traditional face-to-face settings. The study emphasises that caring actions, including empathy and personalised communication, significantly enhance emotional value and overall customer satisfaction, contributing to positive customer experiences and long-term loyalty. However, it is worth noting that caring depends on both the behaviour of the service agent and the behaviour of the customer and is thus co-created. It cannot be achieved with just a one-sided effort.
The importance of caring in future customer service
This research offers practical implications for businesses operating in the digital realm. Heinonen suggests that companies should train customer service agents to prioritise caring behaviours during chat-based interactions, which can improve customer understanding and increase customer satisfaction and competitiveness. Furthermore, the study provides valuable guidelines for developing chatbots that incorporate genuine care and human-like interactions, marking a significant step forward in the future of online customer service.
Heinonen’s research fills a significant gap in the current literature by exploring the emotional and caring aspects of online customer interactions—an area that has been underexplored until now. Her work underscores the importance of empathy, personalised engagement, and emotional connections with customers connected to actions, suggesting that these aspects should be central to future customer service strategies.
The dissertation comprises three articles, with the most recent article completed in 2024. Johanna Heinonen’s work represents a critical contribution to service marketing and management, offering theoretical insights and practical solutions for enhancing customer service in the digital age.
The doctoral dissertation of Johanna Heinonen, MSc (econ.), MA, entitled Caring matters. Co-creational Elements of Caring in Chat-Based Service Encounters will be examined at the Faculty of Social Sciences and Business Studies. The Opponent in the public examination will be Professor Hannu Makkonen (University of Vaasa) the Custos will be Professor Juho Pesonen (University of Eastern Finland).
For further information, please contact:
Johanna Heinonen, UEF Connect