Document Type

Conference Proceeding


Contained within the Northeast Division of the Decision Sciences Institute 2018 Annual Conference.


customer service technology; customer service quality metrics; gender comparison

Identifier Data


Northeast Decision Sciences Institute


Information technology mediated customer service is a reality of the 21st century. More and more companies have moved their customer services from in store and in person to online through computer or mobile devices. Using 208 respondents collected from two Chinese universities, this paper investigates customer preference over two service delivery model (either in store or online) on five type of purchasing (retail, eating-out, banking, travel and entertainment) and their perception difference in customer service quality between those two delivery model. Results show that a majority of Chinese students prefer in store and in person for eating out. For ordering tickets for travel and entertainment, they prefer computer/mobile device. For retail purchasing and banking, less than half of the students prefer in person services. In general, the results show that ordering through computer/mobile devices has become more popular in China and has received higher rating for most of customer service quality except security compared to ordering in store. In addition, it is found that there exist a gender difference in purchasing preference and perception in service delivery quality in China.