The role of Live chat as a customer service tool: The use of live chat, the experience with live chat and the outcomes of live chat

  • McLean, Graeme (Principal Investigator)
  • Osei-Frimpong, Kofi (Co-investigator)

Project: Non-funded project

Project Details


This project aims to advance our theoretical understanding of online service delivery with regard to live chat technology. Online customer support via live chat offers customers a way in which they can interact with service personnel in the computer-mediated-environment. Live chat enables individuals to seek customer support with a human representative in a synchronous form of communication. The aim of this project is to:
1) Investigate the variables influencing the use of a live chat facility on a website.
2) Understand the variables that influence the customer's experience during a live chat service encounter.
3) Examine the impact of live chat on trust towards the website, purchase intentions and revisit intentions.
Effective start/end date5/12/1631/07/20


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