Comparative Study on Operational Optimization with Contactless e-Service Encounters

Abstract

As the wave of digital transformation is rapidly permeating various industries and our daily lives, developing a new business model centered around online platforms for creating customer value is an important operational strategy for deriving competitive advantages. This study proposes an approach to optimize the user-centered operation process with contactless e-service encounter activities on an online platform. In this study, e-service encounter activities are categorized into tasks, e-tangibility, and task processing methods. We analyzed the product introduction approach of selected platform companies based on e-tangible characteristics and customer demand handling methods. The analysis identified commonalities and differences among the case companies. The commonalities found were (1) a user-centric operational method; (2) the importance of securing customer trust through product introductions based on user experience and accurate information; and (3) diverse communication channels for rapid response. The differences in operational approaches to e-service encounter activities among the case companies were primarily due to the unique characteristics of each firm, although the companies offer similar platform services. The results of this study provide valuable insights and significant implications for operational optimization of contactless e-service encounter activities to potential companies that are interested in offering online platform services.