ارزش تعامل انسان در کانال های سرویس

The findings indicate that satisfaction is related to routines in the service process. Customers' ability to perform the requisite role in the service process influences their preference for human interaction. Interestingly, the value of human interaction is driven by customers' expected abilities, whereas physical restrictions have a minor influence. We contribute to the literature explaining co-creation in computer-mediated services by applying human behaviour models to assess the customers’ value expectations.