title: Understanding and Enhancing Customer-Agent-Computer Interaction in Customer Service Settings

authors: Olsson, Anette

subjects: computer human interaction customer service

abstract: Providing good customer service is crucial to many commercial organizations. There are different means through which the service can be provided, such as Ecommerce, call centres or face-to-face. Although some service is provided through electronic or telephone-based interaction, it is common that the service is provided through human agents. In addition, many customer service interactions also involve a computer, for example, an information system where a travel agent finds suitable flights. This thesis seeks to understand the three channels of customer service interactions between the agent, customer and computer: Customer-Agent-Computer Interaction (CACI).

A set of ethnographic studies were conducted at call centres to gain an initial understanding of CACI and to investigate the customer-computer channel. The findings revealed that CACI is more complicated than traditional CHI, because there is a second person, the customer, involved in the interaction. For example, the agent provides a lot of feedback about the computer to the customer, such as, “I am waiting for the computer”

Laboratory experiments were conducted to investigate the customer-computer channel by adding non-verbal auditory feedback about the computer directly to the customers. The findings showed only a small insignificant difference in task completion time and subjective satisfaction. There were indications that there was an improvement in flow of communication.

Experiments were conducted to investigate how the two humans interact over two different communication modes: face-to-face and telephone. Findings showed that there was a significantly shorter task completion time via telephone. There was also a difference in style of communication, with face-to-face having more single activities, such as, talking only, while in the telephone condition there were more dual activities, for instance talking while also searching. There was only a small difference in subjective satisfaction.

To investigate if the findings from the laboratory experiment also held in a real situation and to identify potential improvement areas, a series of studies were conducted: observations and interviews at multiple travel agencies, one focus group and a proof of concept study at one travel agency. The findings confirmed the results from the laboratory experiments. A number of potential interface improvements were also identified, such as, a history mechanism and sharing part of the computer screen with the customer at the agent's discretion.

The results from the work in this thesis suggest that telephone interaction, although containing fewer cues, is not necessarily an impoverished mode of communication. Telephone interaction is less time consuming and more task-focused. Further, adding non-verbal auditory feedback did not enhance the interaction. The findings also suggest that customer service CACI is inherently different in nature and that there are additional complications with traditional CHI issues.

text: Understanding and Enhancing Customer-Agent-Computer Interaction in Customer Service Settings Providing good customer service is crucial to many commercial organizations. There are different means through which the service can be provided, such as Ecommerce, call centres or face-to-face. Although some service is provided through electronic or telephone-based interaction, it is common that the service is provided through human agents. In addition, many customer service interactions also involve a computer, for example, an information system where a travel agent finds suitable flights. This thesis seeks to understand the three channels of customer service interactions between the agent, customer and computer: Customer-Agent-Computer Interaction (CACI).

A set of ethnographic studies were conducted at call centres to gain an initial understanding of CACI and to investigate the customer-computer channel. The findings revealed that CACI is more complicated than traditional CHI, because there is a second person, the customer, involved in the interaction. For example, the agent provides a lot of feedback about the computer to the customer, such as, “I am waiting for the computer”

Laboratory experiments were conducted to investigate the customer-computer channel by adding non-verbal auditory feedback about the computer directly to the customers. The findings showed only a small insignificant difference in task completion time and subjective satisfaction. There were indications that there was an improvement in flow of communication.

Experiments were conducted to investigate how the two humans interact over two different communication modes: face-to-face and telephone. Findings showed that there was a significantly shorter task completion time via telephone. There was also a difference in style of communication, with face-to-face having more single activities, such as, talking only, while in the telephone condition there were more dual activities, for instance talking while also searching. There was only a small difference in subjective satisfaction.

To investigate if the findings from the laboratory experiment also held in a real situation and to identify potential improvement areas, a series of studies were conducted: observations and interviews at multiple travel agencies, one focus group and a proof of concept study at one travel agency. The findings confirmed the results from the laboratory experiments. A number of potential interface improvements were also identified, such as, a history mechanism and sharing part of the computer screen with the customer at the agent's discretion.

The results from the work in this thesis suggest that telephone interaction, although containing fewer cues, is not necessarily an impoverished mode of communication. Telephone interaction is less time consuming and more task-focused. Further, adding non-verbal auditory feedback did not enhance the interaction. The findings also suggest that customer service CACI is inherently different in nature and that there are additional complications with traditional CHI issues.

year: 2007

title: Data generation for composite-based structural equation modeling methods

authors: Schlittgen, Rainer

abstract: Examining the efficacy of composite-based structural equation modeling (SEM) features prominently in research. However, studies analyzing the efficacy of corresponding estimators usually rely on factor model data. Thereby, they assess and analyze their performance on erroneous grounds (i.e., factor model data instead of composite model data). A potential reason for this malpractice lies in the lack of available composite model-based data generation procedures for prespecified model parameters in the structural model and the measurements models. Addressing this gap in research, we derive model formulations and present a composite model-based data generation approach. The findings will assist researchers in their composite-based SEM simulation studies.

text: Data generation for composite-based structural equation modeling methods Examining the efficacy of composite-based structural equation modeling (SEM) features prominently in research. However, studies analyzing the efficacy of corresponding estimators usually rely on factor model data. Thereby, they assess and analyze their performance on erroneous grounds (i.e., factor model data instead of composite model data). A potential reason for this malpractice lies in the lack of available composite model-based data generation procedures for prespecified model parameters in the structural model and the measurements models. Addressing this gap in research, we derive model formulations and present a composite model-based data generation approach. The findings will assist researchers in their composite-based SEM simulation studies.

year: 2020

title: Perceptions, expectations and interactions: a study of teachers and pupils in five ethnically mixed primary classrooms

authors: St George, Alison

abstract: Teachers’ perceptions of their pupils, expectations for pupil general ability, teacher-pupil interaction and pupil achievement were investigated in this naturalistic study of 5 teachers and 90 pupils in their New Zealand ethnically mixed Standard 3 classrooms.
A pilot study showed that teachers at this level tended to perceive pupils in terms of constructs reflecting academic work skills, home background and personal/social attributes. Using rating scales developed from the pilot study it was apparent that the teachers had a conception of the ideal pupil. It was suggested that this influenced expectations for pupils’ ability to do well at school. Girls and Pakeha pupils were seen as being closer to the ideal pupil stereotype than boys or Polynesian pupils, and for Polynesian pupils this was reflected in lower teacher expectations. Teacher expectations tended to be borne out by standardized achievement test results and accounted for a large proportion of teacher rated achievement variance. Ethnic group made a small but significant independent contribution to achievement variance on two of the Progressive Achievement Tests and on teacher rated achievement.
Using data on teacher-pupil dyadic interaction collected with the Brophy-Good system, contrasting patterns of interaction were noted between expectation groups (high, middle and low teacher expectations). The differences were largely qualitative and there were no expectation group differences in the total number of public or private dyadic interactions. High expectation pupils initiated more contacts with the teacher, answered more open public academic questions and received a lot less criticism for work or behaviour than the other groups. The low expectation group experienced a greater proportion of teacher initiated contacts and were asked more direct public academic questions which were of the product rather than the process type. The middle expectation group generally fell in between the high and low groups, but received the most criticism and the highest proportion of process questions. Teachers appeared to be attempting to prevent inequalities in quantity of interaction and this was discussed in terms of the perception of pupil attributes. Expectation group differences in interaction were not always the same for boys and girls or for all teachers. Despite the differences in teachers’ perceptions and expectations for Polynesian and Pakeha pupils, no ethnic group differences in teacher-pupil interaction were evidenced. 
No consistent and clear-cut expectation group differences were found in pupils’ perceptions of teacher behaviour. There was a moderate positive correlation between perception of the quantity of teacher contact and observed interaction but not regarding the affective quality of teacher contacts. 
The findings were discussed in terms of the theory and research on person perception and expectation phenomena in interpersonal behaviour. Some practical implications for educational practice were commented upon.

text: Perceptions, expectations and interactions: a study of teachers and pupils in five ethnically mixed primary classrooms Teachers’ perceptions of their pupils, expectations for pupil general ability, teacher-pupil interaction and pupil achievement were investigated in this naturalistic study of 5 teachers and 90 pupils in their New Zealand ethnically mixed Standard 3 classrooms.
A pilot study showed that teachers at this level tended to perceive pupils in terms of constructs reflecting academic work skills, home background and personal/social attributes. Using rating scales developed from the pilot study it was apparent that the teachers had a conception of the ideal pupil. It was suggested that this influenced expectations for pupils’ ability to do well at school. Girls and Pakeha pupils were seen as being closer to the ideal pupil stereotype than boys or Polynesian pupils, and for Polynesian pupils this was reflected in lower teacher expectations. Teacher expectations tended to be borne out by standardized achievement test results and accounted for a large proportion of teacher rated achievement variance. Ethnic group made a small but significant independent contribution to achievement variance on two of the Progressive Achievement Tests and on teacher rated achievement.
Using data on teacher-pupil dyadic interaction collected with the Brophy-Good system, contrasting patterns of interaction were noted between expectation groups (high, middle and low teacher expectations). The differences were largely qualitative and there were no expectation group differences in the total number of public or private dyadic interactions. High expectation pupils initiated more contacts with the teacher, answered more open public academic questions and received a lot less criticism for work or behaviour than the other groups. The low expectation group experienced a greater proportion of teacher initiated contacts and were asked more direct public academic questions which were of the product rather than the process type. The middle expectation group generally fell in between the high and low groups, but received the most criticism and the highest proportion of process questions. Teachers appeared to be attempting to prevent inequalities in quantity of interaction and this was discussed in terms of the perception of pupil attributes. Expectation group differences in interaction were not always the same for boys and girls or for all teachers. Despite the differences in teachers’ perceptions and expectations for Polynesian and Pakeha pupils, no ethnic group differences in teacher-pupil interaction were evidenced. 
No consistent and clear-cut expectation group differences were found in pupils’ perceptions of teacher behaviour. There was a moderate positive correlation between perception of the quantity of teacher contact and observed interaction but not regarding the affective quality of teacher contacts. 
The findings were discussed in terms of the theory and research on person perception and expectation phenomena in interpersonal behaviour. Some practical implications for educational practice were commented upon.

year: 1978