An Exploratory Examination of the Impact of Web Functionality across the Customer Service Life Cycle

Author

Ann M. Pearson, Southern Illinois University CarbondaleFollow

Date of Award

1-1-2009

Degree Name

Doctor of Philosophy

Department

Business Administration

First Advisor

Mykytyn, Jr., Peter

Abstract

Using the resource-based view (RBV) of the firm, this research examines how organizations integrate organizational resources with Web technology to implement Web functionalities to support the four stages of the Customer Service Life Cycle (CSLC). This research examines how combinations of Web functionalities impact the relative importance of the stages of the CSLC in determining customer satisfaction. The relative important of the stages of the CSLC varied depending on the product being considered for purchase (textbook, personal computer, and pair of jeans) and the gender of the online customer. Results of six regressions using policy capturing indicate that, overall, customers consider Web functionality support for the pre-purchase stages of the CSLC to be most important, with the requirements stage or acquisition stage consistently being first in importance. Post-purchase support showed increased importance with the purchase of a personal computer and textbook, and with male shoppers. Significant differences were limited with the retirement stage being significantly different from all the other stages in five post hoc tests, and from just the acquisition stage in the jeans test. By considering the products sold online and gender of the targeted online customer, organizations can invest their resources to build Web functionalities that incorporate values, culture, and processes to increase customer satisfaction with the Web site and influence firm performance.