Details

Autor(en) / Beteiligte

• Ding, Xin David
• Huang, Yang
• Verma, Rohit

Titel

Customer experience in online financial services

Ist Teil von

• Journal of service management, 2011-06, Vol.22 (3), p.344-366

Ort / Verlag

Emerald Group Publishing Limited

Erscheinungsjahr

2011

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• Purpose - Drawing upon research in consumer behavior, the purpose of this paper is to deploy an alternative way to predict behavioral intention with customer technology beliefs and experience in e-brokerage services.Design methodology approach - This study tests the proposed framework and relevant hypotheses with survey responses collected from 258 online investors.Findings - Technology-ready (TR) customer segments vary in their evaluations of customer-service interfaces; interface evaluations affect cognitive service experience; and interface evaluations and cognitive experience affect customers' behavioral intentions.Research limitations implications - This study indicates that flow experience emerges as an important factor for achieving sustainable competitive advantages in e-brokerage services. The research findings and relevant hypotheses might not apply to low-credence services.Practical implications - The findings indicate that service designers need to examine the life cycle of the intended service offerings and customize corresponding service product features based on customers' technology beliefs and personal characteristics, which can further lead to maximized flow experience and increased intention rate.Originality value - The paper is among the first attempts to examine how psychographic features affect customers' experience and valuation of certain service system interfaces from service design perspective.