“Deal with it”: How coping with e-service innovation affects the customer experience

Robert Ciuchita, Dominik Mahr, Gaby Odekerken-Schröder

Research output: Contribution to journalArticleScientificpeer-review

20 Citations (Scopus)


E-service customers have myriad alternatives, so they can easily reduce their use of an e-service or switch to competitors. To enhance existing customers' experiences and convince them to persist in their usage, companies often introduce new versions of e-services. However, the changes resulting from such incremental innovations can be effortful for customers to learn and potentially even ruin their experiences. If e-service providers want to avoid losing existing customers, they must understand how customers deal with the changes introduced by incremental innovations and the resulting impacts on the customer experience, with both the innovation and the e-service in general. To address these research questions, the current study proposes a conceptual model based on service innovation, appraisal and coping, and customer experience theories and empirically tests it with data from two quantitative studies. The results show that incremental changes in existing e-services affect the cumulative customer experience, but firms introducing such innovations can encourage certain coping strategies (e.g., problem-focused) to leverage different dimensions of the encounter experience (e.g., usefulness of the new version, pleasure in using it).
Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Issue numberOctober
Pages (from-to)130-141
Number of pages12
Publication statusPublished - 24.06.2019
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • E-services
  • Incremental innovation
  • Customer experience
  • Existing customers
  • Coping

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management


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