The online customer experience – establishing the role of online social interaction : the case of searching for business support services

McLean, Graeme (2015) The online customer experience – establishing the role of online social interaction : the case of searching for business support services. In: 4th International Conference in Marketing, 2015-05-12.

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    Abstract

    This paper explores the online customer experience in relation to Government provision of 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 social interaction during a customer’s online experience. This study provides a theoretical framework outlining the variables that have the potential to influence the online customer experience within the business support environment. The initial methodology is outlined along with an explanation of the current phase of the research.