This study emphasises the pivotal role of caring in chat-based service encounters, underlining its profound impact on customer experience and value co-creation. As digital interactions become more prevalent, comprehending the elements contributing to a caring atmosphere becomes increasingly crucial. The research investigates how service agents can demonstrate care through empathy, personalised attention, and responsiveness in online environments. The study identifies critical behaviours that enhance customer satisfaction and foster loyalty by analysing chat interactions. The findings suggest that caring in digital customer service meets and often exceeds customer expectations, leading to positive emotional responses and fostering long-term engagement. This research significantly contributes to service management literature by highlighting the significance of caring as a core component in digital customer service strategies, and it offers practical insights that can be immediately applied to improve customer interactions in an increasingly digital world.