Customer adoption of e‐service: an experimental study

Customer adoption of e‐service: an experimental study So far, the term e-commerce has been primarily associated with communicating the brand and/or enabling sales transactions. However, the next vista for companies operating in the virtual marketplace seems to be e-service or, delivering value-added, interactive services to customers. This e-business function has been left virtually unexplored in the services research literature. In this article, an attempt is made to investigate the impact of organizational reputation, relative advantage, and perceived risk on perceived service quality, trust and behavioral intentions of customers towards adopting e-services. In the context of an electronic travel service, hypotheses on the relationships between aforementioned variables are investigated by means of an experimental study. The results suggest that the three factors have a significant main effect on the customers' attitude and behavior towards e-service. The only exception is that relative advantage does not appear to have a significant impact on customer trust. The results also show that organizational reputation and perceived risk have a combined effect: a good organizational reputation impacts the effect of perceived risk on the three dependent variables. Finally, the three factors appeared to be evenly important in the forming of customers' attitude and behavior. Again, the only exception is that organizational reputation and perceived risk appear to be more important in terms of trust than relative advantage. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Service Industry Management Emerald Publishing

Customer adoption of e‐service: an experimental study

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0956-4233
DOI
10.1108/09564230110387542
Publisher site
See Article on Publisher Site

Abstract

So far, the term e-commerce has been primarily associated with communicating the brand and/or enabling sales transactions. However, the next vista for companies operating in the virtual marketplace seems to be e-service or, delivering value-added, interactive services to customers. This e-business function has been left virtually unexplored in the services research literature. In this article, an attempt is made to investigate the impact of organizational reputation, relative advantage, and perceived risk on perceived service quality, trust and behavioral intentions of customers towards adopting e-services. In the context of an electronic travel service, hypotheses on the relationships between aforementioned variables are investigated by means of an experimental study. The results suggest that the three factors have a significant main effect on the customers' attitude and behavior towards e-service. The only exception is that relative advantage does not appear to have a significant impact on customer trust. The results also show that organizational reputation and perceived risk have a combined effect: a good organizational reputation impacts the effect of perceived risk on the three dependent variables. Finally, the three factors appeared to be evenly important in the forming of customers' attitude and behavior. Again, the only exception is that organizational reputation and perceived risk appear to be more important in terms of trust than relative advantage.

Journal

International Journal of Service Industry ManagementEmerald Publishing

Published: May 1, 2001

Keywords: Service; Consumer behaviour

References

  • Market‐Signaling
    Spence, M.
  • Services Marketing
    Zeithaml, V.A.; Bitner, M.J.

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