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Video Chat as Sales Channel for Telecommunication Service : a quantitative analysis of success factors using the example of a German telecommunication service provider

Schumacher, Lisa (2019) Video Chat as Sales Channel for Telecommunication Service : a quantitative analysis of success factors using the example of a German telecommunication service provider.

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Abstract:In online sales, face-to-face communication and a feeling of personal interaction has been a missing part of a completely wholesome customer experience. Therefore, the objective of this study is to find out whether a video chat sales tool can close this gap by increasing several variable and contribute to extend the latest version of media richness theory. One of the leading German telecommunication companies has started a pilot project aiming at providing a more personal online sales experience by offering a video sales chat tool, which is called Whisbi. This real time set up is used as a case study in order to find out whether this tool could close this gap. A questionnaire consisting of sixteen questions has been distributed to every customer who has used Whisbi throughout a three-month period in 2018. 2399 valid responses from German customers over the age of 18 have been collected. Results show that the higher the combination of features, the more positive the overall customer experience was rated. Therefore, Whisbi does extend media richness theory, as it is perceived as being more interactive and personal than traditional video sales, if at least two or more features are experienced by the customer.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/78040
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