An Exploratory Examination of the Impact of Web Functionality across the Customer Service Life Cycle

Using the resource-based view (RBV) of the firm, this research examines how organizations integrate organizational resources with Web technology to implement Web functionalities to support the four stages of the Customer Service Life Cycle (CSLC). This research examines how combinations of Web functionalities impact the relative importance of the stages of the CSLC in determining customer satisfaction. The relative important of the stages of the CSLC varied depending on the product being considered for purchase (textbook, personal computer, and pair of jeans) and the gender of the online customer. Results of six regressions using policy capturing indicate that, overall, customers consider Web functionality support for the pre-purchase stages of the CSLC to be most important, with the requirements stage or acquisition stage consistently being first in importance. Post-purchase support showed increased importance with the purchase of a personal computer and textbook, and with male shoppers. Significant differences were limited with the retirement stage being significantly different from all the other stages in five post hoc tests, and from just the acquisition stage in the jeans test. By considering the products sold online and gender of the targeted online customer, organizations can invest their resources to build Web functionalities that incorporate values, culture, and processes to increase customer satisfaction with the Web site and influence firm performance.

Name thesis:degree_name

Doctor of Philosophy

Level thesis:degree_level

Campus Only Dissertation

Discipline thesis:degree_discipline

Business Administration

Year

2009

Author dc:creator

• Pearson, Ann M.

Contributors dc:contributor

• Mykytyn, Jr., Peter

• Customer e-satisfaction
• Customer Service Life Cycle
• online shopping
• Policy Capturing

Repository record dc:identifier

https://opensiuc.lib.siu.edu/dissertations/282

OAI identifier oai:identifier

oai:opensiuc.lib.siu.edu:dissertations-1282