Importance of Web Functionality Support for the Individual Stages of the Customer Service Life Cycle

Business-to-consumer Web sites have been used for several years. However, limited research has examined the importance of Web functionalities within Web sites. Web functionalities are an integration of firm resources (based on the resource-based view of the firm). This study queried online customers...

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Bibliographic Details
Published in:Journal of Internet commerce 2009-07, Vol.8 (3-4), p.198-221
Main Authors: Pearson, Ann M., Mykytyn, Peter P.
Format: Article
Language:English
Subjects:
customer service life cycle
Customer services
Life cycles
online shopping
resource-based view of firm
Studies
web functionality
Web sites
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Summary:Business-to-consumer Web sites have been used for several years. However, limited research has examined the importance of Web functionalities within Web sites. Web functionalities are an integration of firm resources (based on the resource-based view of the firm). This study queried online customers to determine the importance of various Web functionalities that support the stages of the customer service life cycle. Functionalities for simple searching, shipment tracking, exchanging defective products, and locating special deals were considered most important relative to the customer service life cycle stages. Differences by gender exist, but males and females are consistent about the most important Web functionalities.
ISSN:1533-2861
1533-287X
DOI:10.1080/15332860903467573