Customer satisfaction in virtual environments: A study of online investing

• 成果类型: Article
• 署名作者: Balasubramanian, S; Konana, P; Menon, NM
• 署名单位: University of North Carolina; University of North Carolina Chapel Hill; University of Texas System; University of Texas Austin; University of Texas System; University of Texas Dallas
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.49.7.871.16385
• 发表日期: 2003
• 页码: 871-889
• 关键词: customer satisfaction; electronic markets; marketing strategy; online investing; technology adoption; trust

摘要

Many firms are moving to make virtual interfaces their primary, or even sole, points of customer contact In this environment, some traditional service quality dimensions that. determine customer satisfaction, such as the physical appearance of facilities, employees, and equipment, and employees' responsiveness and empathy, are unobservable. In contrast, trust may play a central role here, in enhancing customer satisfaction. We model trust as an endogenously, formed, entity that ultimately impacts customer satisfaction, and we elucidate the linkages between trust and other factors related to the performance of the online service provider, and to the service environment. The model is validated using two samples-one comprising 225 online investors of a large online broker,and the other comprising;03 members of the American Association of Individual Investors,(AAII). The findings suggest that perceived trustworthiness of an online broker is a significant antecedent to investors' satis faction, and. that perceived. environmental security and perceived operational competence impact the formation of trust. The results have important managerial implications.