VIRTUAL CUSTOMER SATISFACTION: A SERVICE MANAGEMENT PERSPECTIVE

We propose viewing Electronic Commerce through the lens of service management in order to identify and explain possible determinants of customer satisfaction. By applying the philosophy of Grounded Theory in the first investigative phase, we identified two potential drivers of satisfaction: the user’s perception of technical competence and the user’s perception of control over the process outcome. Employing Structural Equation Modeling, we assess the significance of the relationship between these two new constructs as well as the traditional ones of value and service delivery system to user (customer) satisfaction.

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