Mediated Communication and Customer Service Experiences: Psychological and Demographic Predictors of User Evaluations in the United States

Abstract

People around the world who seek to interact with large organizations increasingly find they must do so via mediated and automated communication. Organizations often deploy both mediated and automated platforms, such as instant messaging and interactive voice response systems (IVRs), for efficiency and cost-savings. Customer and client responses to these systems range from delight to frustration. To better understand the factors affecting people’s satisfaction with these systems, we conducted a generally representative U.S. national survey (N = 1321). Here, we found that people still overwhelmingly like and trust in-person customer service over mediated and automated modalities. As to demographic attitude predictors, age was important (older respondents liked mediated systems less), but income and education were not strong attitude predictors. For personality variables, innovativeness was positively associated with mediated system satisfaction. But communication apprehensiveness, which we expected to be related to satisfaction, was not. We conclude by discussing implications for the burgeoning field of human-machine communication, as well as social policy, equity, and the pullulating digital services divide.