Faculty Scholarship 1994 - Present

An Empirical Study of Online Customer Services

Based on a telephone survey in a large metropolitan area, this study investigates the correlation between customer perceptions of online customer services and customers' shopping satisfaction and their intentions of repeat Web purchase. The result of the study provides empirical evidence in support of the hypothesis of significant correlation among the above-mentioned factors. This study also explores the effects of gender and user type (regular vs. non-regular) on customer perceived online customer services.