Great Minds Think Alike: Proposed Model of Schema Resonance for Customer-Organization Information Inquiry e-Service Communication

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Paper Session: Public Relations Interactive Poster Session

Abstract

This study proposes a new customer-organization e-service communication strategy model—the Schema Resonance Model—to better understand how an organization representative can provide effective, efficient, and satisfactory e-service via the one-to-one online communication to respond to the customer’s information inquiries. The present study describes the theory and concepts applied in the model, and it explicates the cognition processes involved in the model. The Schema Resonance Model explains how schemas link the senseproducing process of the organization representative and the sensemaking process of the customer and explicates how schema resonance can be achieved. The occurrence of schema resonance in the customer-organization information inquiry e-service can have positive effects on the communication effectiveness, efficiency, and customer satisfaction.

Author

• Xu Song, Colorado State U