A comparative analysis of contactless e-service encounters in online platforms

This study examines the importance of customer-centered e-service encounter activities in online platforms for enhancing customer value in different service sectors. To identify and evaluate the key factors that contribute to 3Ts (task, e-tangible, treatment) of e-service encounter activities, the Analytic Hierarchy Process (AHP) was applied. The study results identified the following priority factors: for retail and food services—product diversity was rated the highest (30.1% and 28.5%, respectively), and brand reliability (26.6% and 25.8%, respectively) the second; for accommodation service—brand reliability was rated the highest (27.4%) and then product diversity (26.6%). The results of this study provide useful insights to service organizations for designing effective e-service encounter activities based on 3Ts. Thus, this study contributes to the literature through its theoretical and practical implications.