Salesperson roles: are online retailers meeting customer expectations?

摘要

Purpose - This paper aims to explore online customer service dimensions and to examine how attitude toward online customer service influences online purchase intent. Design/methodology/approach - The human factors approach was employed to identify online customer service dimensions by analyzing service provided by salespeople at retail stores. Regression analyses supported the predictive validity of these measures, revealing that customer service dimensions of ease in searching, availability of frequently asked questions (FAQs), availability of in-stock status information, and ease of comparison shopping were important predictors of online purchase intent. Findings - Results from this study suggest that online retailers need to provide more information (e.g. FAQs) and make browsing easier to help customers have satisfactory shopping experience. Originality/value - Provides useful information that online retailers can utilize in the development and operation of successful shopping sites.