The influence of customer activity on e-service value-in-use

Customer activity in the service process has been argued to be growing. This paper explores how differences in customers' activity in the service process influence e-service value-in-use. Value is not seen here as delivered to consumers; rather it emerges in the service process when consumers use the service, i.e., value-in-use. Customer activity represents the number of website elements that are used. A four-dimensional model of e-service value is used. The empirical study of an online travel service indicated that the customer activity level positively influenced value-in-use. The paper shows the significance of a value-in-use perspective.

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