Abstract Firms need to deliver high quality customer service to retain clients and improve performance. For online companies, a key customer segment is the highly technologically skilled millennials. This study seeks to better understand millennials’ preference for text (chat) or talk (call) mediums when receiving customer service during the online buying process. Millennial focus group participants found chat interactions best for simple questions, handling account details, gathering information, and securing a transcript. Calling was viewed as superior for sensitive information, complex questions, and when assessing the agent’s voice tone. Discussion of the findings, limitations, and suggestions for future research are provided.

中文翻译：

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增进对千禧一代在线客户服务交付的理解

摘要公司需要提供高质量的客户服务来留住客户并提高绩效。对于在线公司而言，关键客户群是技术娴熟的千禧一代。这项研究旨在更好地了解千禧一代在在线购买过程中获得客户服务时对文本（聊天）或谈话（通话）媒介的偏爱。千禧一代焦点小组参与者发现聊天互动最适合简单的问题，处理帐户详细信息，收集信息并确保笔录。对于敏感信息，复杂问题以及评估座席的语音时，呼叫被认为是上乘的。提供了有关发现，局限性和未来研究建议的讨论。