CUSTOMER-INITIATED COMMUNICATIONS WITH THE SERVICE
PROVIDER VIA PHONE CHANNEL – FACTORS AFFECTING
4th International Scientific – Business Conference LIMEN 2018 – Leadership & Management: Integrated Politics of Research and Innovations, Belgrade – Serbia, December 13, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Engineering Management – Belgrade, Serbia; Modern Business School – Belgrade, Serbia; Faculty of Business and Management Sciences – Novo Mesto, Slovenia; Faculty of Business Management and Informatics – Novo Mesto, Slovenia; Business Academy Smilevski – BAS, Skopje, Macedonia; BAS Institute of Management, Bitola, Macedonia, ISBN 978-86-80194-15-8
after-sales service in service buying process. Author looks at the communication at postpurchase
stage via phone channel as the customer-initiated communications with the service
provider. Conventional phone channel has evolved towards the mobile marketing channel;
however, some factors do not lose in importance – perceived media richness, consumer trust
and perceived risk. In the article data from the questionnaire survey is used (research sample
after-sales support, communications via phone
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