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

Graeme McLean, Alan Wilson

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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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 Roskilde University
Number of pages21
Publication statusPublished - 1 Sep 2015
Externally publishedYes
EventAnnual RESER Conference 2015: innovative services in the 21st century - Copenhagen, Denmark
Duration: 10 Sep 201512 Sep 2015
Conference number: 25


ConferenceAnnual RESER Conference 2015
Abbreviated titleRESER 2015
Internet address


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