Evolving the online customer experience - Is there a role for online customer support?

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

218 Downloads (Pure)


This paper explores the online customer experience (OCE) in relation to a utilitarian search for government provided business support services. The aim of this research is to understand the variables that can influence customers searching for business support services online and to explore the potential role of online customer support via social interaction during a customer’s online experience. Through the use of in-depth interviews and structural equation modeling, this study establishes a theoretical framework outlining the variables that have the potential to influence the online customer experience within the business support environment. This paper provides further theoretical understanding of the OCE through the introduction of information quality, website credibility and the length of time spent on the website, as variables influencing the OCE. In addition, this paper establishes the need for online customer support during a utilitarian search for business support information and services.
Original languageEnglish
Title of host publication25th Annual RESER Conference "Innovative Services in the 21st Century" Proceedings
Place of PublicationRoskilde
Number of pages21
Publication statusPublished - 10 Sep 2015
EventReser Conference - Eigtveds Pakhus, Copenhagen, Denmark
Duration: 10 Sep 201512 Sep 2015


ConferenceReser Conference
Internet address


  • customer experience
  • online
  • business support services
  • web services
  • online customer support
  • social interaction

Cite this