Picture of smart phone in human hand

World leading smartphone and mobile technology research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by Strathclyde researchers from the Department of Computer & Information Sciences involved in researching exciting new applications for mobile and smartphone technology. But the transformative application of mobile technologies is also the focus of research within disciplines as diverse as Electronic & Electrical Engineering, Marketing, Human Resource Management and Biomedical Enginering, among others.

Explore Strathclyde's Open Access research on smartphone technology now...

Evolving the online customer experience - Is there a role for online customer support?

McLean, Graeme and Wilson, Alan (2015) Evolving the online customer experience - Is there a role for online customer support? In: 25th Annual RESER Conference "Innovative Services in the 21st Century" Proceedings. RESER, Roskilde. ISBN 9788773499214

[img]
Preview
Text (McLean-Wilson-RESER2015-Evolving-the-online-customer-experience)
McLean_Wilson_RESER2015_Evolving_the_online_customer_experience.pdf - Accepted Author Manuscript
License: Creative Commons Attribution 4.0 logo

Download (782kB) | Preview

Abstract

This paper explores the online customer experience (OCE) in relation to a utilitarian search for government provided business support services. The aim of this research is to understand the variables that can influence customers searching for business support services online and to explore the potential role of online customer support via social interaction during a customer’s online experience. Through the use of in-depth interviews and structural equation modeling, this study establishes a theoretical framework outlining the variables that have the potential to influence the online customer experience within the business support environment. This paper provides further theoretical understanding of the OCE through the introduction of information quality, website credibility and the length of time spent on the website, as variables influencing the OCE. In addition, this paper establishes the need for online customer support during a utilitarian search for business support information and services.