Customer experience in online financial services
Journal of Service Management
R. (2011). Customer experience in online financial services: A study of behavioral intentions for technoready market segments[Electronic version]. Retrieved [insert date], from Cornell University, School of Hotel Administration site: Abstract Purpose -Drawing upon research in consumer behavior, the purpose of this paper is to deploy an alternative way to predict behavioral intention with customer technology beliefs and experience in e-brokerage services. Design/methodology/approach -This study
... proach -This study tests the proposed framework and relevant hypotheses with survey responses collected from 258 online investors. Findings -Technology-ready (TR) customer segments vary in their evaluations of customer-service interfaces; interface evaluations affect cognitive service experience; and interface evaluations and cognitive experience affect customers' behavioral intentions. Research limitations/implications -This study indicates that flow experience emerges as an important factor for achieving sustainable competitive advantages in e-brokerage services. The research findings and relevant hypotheses might not apply to low-credence services. Practical implications -The findings indicate that service designers need to examine the life cycle of the intended service offerings and customize corresponding service/product features based on customers' technology beliefs and personal characteristics, which can further lead to maximized flow experience and increased intention rate. Originality/value -The paper is among the first attempts to examine how psychographic features affect customers' experience and valuation of certain service system interfaces from service design perspective.