Table 1 Main variables.

I. Consumer experience issues

A1. Avoid shopping in an online shop if the order must be confirmed afterwards/manually by an operator.

B1. The company should automate the sending of purchase confirmation emails.

A2. If an online shop cannot confirm the status of my purchase, I avoid buying from them.

B2. The confirmation email should be sent as soon as possible.

A3. It is important to receive a purchase confirmation email.

B3. The confirmation email should contain the exact details of the order.

A4. Basic tasks, such as changing delivery details, payment, etc., are best handled by an operator.

B4. Basic tasks, such as changing delivery details, payment, etc., should be automated as a natural part of the purchase/contracting process.

A5. It is important for customer service that the operator has up-to-date information.

B5. The company should synchronize customer information and customer history.

A6. Sometimes, it seems that operators/companies have to do a lot of manual work to solve problems.

B6. The response time of the company is a priority when it comes to the purchasing process, customer service, etc.

A7. For customer service, when entering information manually, many errors can occur.

B7. Automated data entry could reduce many basic errors.

A8. Returns are always best handled by an operator/employee.

B8. Customers should be able to handle returns/incidents themselves.

II. Business perception

A9. To provide good service, companies need to hire more staff.

B9. Eliminating repetitive tasks could allow employees to serve more customers.

A10. More employees provide better service to customers.

B10. Eliminating repetitive tasks could allow employees to serve customers better.

A11. Cutting staff will always worsen the quality of service.

B11. Eliminating repetitive tasks could allow employees more time for each customer.

A12. Manual tasks prevent urgent/important problems from being addressed/solved.

B12. Eliminating repetitive tasks could increase the productivity of the company.

A13. An employee can only serve one customer at a time.

B13. Automation would allow thousands of customers to be served simultaneously.

A14. Sometimes, I have the feeling that many companies lack digital skills.

B14. Companies should invest more in technology and tools for customer management.

A15. Sometimes, I wonder how some companies still do not invest more in digitization/automation.

B15. I like it when a purchasing process is quick and easy.