Customer loyalty is a key d river o f financial p erformance f or o nline firms. The e ffect o f service q uality o n customer loyalty h as b een well es tablished. Y et, there is a p aucity o f r esearch that has s tudied the c ost o f obtaining s ervice quality d uring t he s ervice process a nd t he s ervice outcome i nfluenced by s uch cost. We extend p revious re search a nd p ropose t he 3S Customer Loyalty M odel b y integrating s acrifice and s ervice outcome a s a dditional i mportant service d imensions t ogether with service q uality when p redicting o nline customer loyalty, and examining how their influences on loyalty vary across customers with different degrees of product k nowledge. Further, we t heorize t hat service quality a nd sacrifice -- as service p rocess d imensions influence s ervice o utcome, and w e theorize h ow “ live help” technology improves customer p erceptions o f service q uality and s acrifice. T he e mpirical r esults indicate that 1 ) c ustomer loyalty i ncreases w ith h igher perceived service quality, lower perceived sacrifice, and better perceived service outcome, 2) service quality and s acrifice i nfluence s ervice o utcome, 3 ) c ustomer p roduct k nowledge n egatively moderates the relationship b etween s ervice q uality a nd o nline c ustomer l oyalty and p ositively moderates t he relationship between s acrifice a nd customer loyalty, and 4 ) live h elp technology en hances service q uality a nd r educes sacrifice. These findings support the theoretical importance of including sacrifice and service outcome (parallel with s ervice quality) as a ntecedents of online customer loyalty. O ur s tudy a lso a dvances t he t heoretical understanding o f what service p rocess c onsists of and how t he s ervice p rocess (i.e. s ervice q uality and sacrifice) influences service outcome.

/pdf/the-effects-of-service-and-consumer-product-knowledge-on-e4q3u20i7c.pdf

The Effects of Service and Consumer Product Knowledge on Online Customer Loyalty

What does differentiate service systems from traditional subjects of systems engineering such as manufacturing, and software? We address this issue by defining customer-intensive systems, based on ideas by Sampson (2001), and show how customer-intensive systems encompass almost all service systems. After proposing a new form of visualization for customer-intensive processes and discussing its merits and shortcomings, we argue how in customer-intensive systems the presence of human beings and organizations inside the production process radically modifies fundamental tenants of systems engineering. We then describe four fundamental changes in traditional science and engineering system methodologies to adapt them to the realities of customer-intensive systems. We conclude by arguing whether the complexity often observed in service systems is, in fact, a reflection of the complexity of human beings and organizations that are input to them.

Service Systems as Customer-Intensive Systems and Its Implications for Service Science and Engineering

Traci Hess was the accepting Senior Editor. This article was submitted on 2/20/2012 and accepted on 11/4/2013. It was with the authors 56 weeks for 3 revisions. Massey, A. P., Khatri, V., and Minas, R. K. (2013) “The Influence of Psychographic Beliefs on Website Usability Requirements,” AIS Transactions on Human-Computer Interaction, (5) 4, pp. 157-174

/pdf/the-influence-of-psychographic-beliefs-on-website-usability-56n5bke51m.pdf

The Influence of Psychographic Beliefs on Website Usability Requirements

The vision of ubiquitous computing dates back to the early 1990s. Ubiquitous computing is a model of human-computer interaction in which information processing is seamlessly integrated into everyday objects and environments. During the 2000s the ubiquitous computing vision has extended and blended with wireless mobile communications to become ubiquitous computing and communication. If earlier information processing was done mainly in static office environments, new advances in mobile technologies offer access to the information and services that are relevant to us in this very situation and right now. In this research an attempt is made to better understand the development of the digital mobile phone as a platform for ubiquitous services. Ubiquitous services are mobile services that are capable of using contextual information and ICTbased resources in proximity to the user of the mobile phone. The hypothesis of the research is that there is a technology trajectory that makes the mobile phone a host, providing gateway and hub functionality to the ubiquitous services. We introduce a theoretical framework for analyzing the evolution of mobile devices. The framework is based on several theories of innovation. It addresses aspects of the introduction new technology, dominant designs, technology diffusion, and users’ needs. According to the analysis of empirical material using our theoretical framework, the mobile phone has the potential to become a gateway to ubiquitous services, largely due to the new technologies integrated with it. New functionalities and technologies, such as local connectivity and sensortechnology in mobile phones play a key role in helping developers implement ubiquitous services utilizing contextual information. Potential challenges for the diffusion of ubiquitous services are privacy and to some extend environmental issues.

Technologies in mobile terminals enabling ubiquitous services

Electronic government has been embraced by many organizations seeking to dramatically improve service delivery, but results to date have often fallen short of expectations. This dissertation is focused on state revenue agencies and their electronic tax filing mechanisms for state individual income taxes. It asks: What factors best explain whether a taxpayer adopts the new technology, filing electronically rather than by paper? Once they have adopted e-filing, what factors predict taxpayers’ satisfaction with the process? Findings are based on a survey sent to 1,000 taxpayers in each of eight states. 
Previous studies have suggested that demographic factors play a role in adoption, with technology adopters more likely to be younger, male, and educated. This study looks for the impact of other factors, including beliefs about how user-friendly the system is, how beneficial using the system is to them, their computer competence, and service cost by specifically controlling for demographic factors as these additional factors are examined. The additional variables are suggested in part by Davis’ Technology Acceptance Model (TAM). Path analysis, regression analysis, and a variety of cross-tabulations and t-tests were performed to analyze the data that was generated from the completed surveys. A total of 927 responses were received from 8,000 that were mailed representing a response rate of 12%. 
The results of the analyses showed that the TAM is an appropriate underlying framework for assessing the factors influencing adoption of electronic filing of state tax returns and the theoretical model was validated. Unlike most of the previous studies on national online tax filing in Taiwan, the results showed no difference in satisfaction with online versus filing by paper. However, deeper analysis into the segment that filed by paper showed that this group reports high rates of satisfaction primarily affected by ease of use, compatibility, and cost. Isolating this group for additional future research is important because they are equivalent to non-adopters of e-government services. Demographic variables like income, education and ethnicity were not significant factors affecting filing method. When controlling for demographic variables only age and gender emerged as a significant factors for filing method with younger males being more likely to file electronically. When controlling for demographic factors, none emerged as significant factors influencing satisfaction. 
By gaining an understanding of the underlying adoption factors, state revenue agencies will be able to make changes that will improve adoption of e-file systems, with resulting gains in costs savings, productivity, and customized service to taxpayers. Additionally, the study has broader implications since it also shows what factors are most important when any public agency is attempting to encourage citizens to adopt online, co-production approaches to government services. Consequently, the results of this research help to inform evaluations of the theoretical models of e-government and of citizen adoption of innovations.

E-government and citizen adoption of innovations: factors underlying citizen use of the internet for state tax filing

From online multi-player games to Web search, the Web is now populated by a multitude of online applications. The main question we try to answer in this paper is which of those applications can be characterized as traditional services and therefore benefit from the concepts, techniques, and methods developed in traditional services theory. Our answer is to define online service applications as applications where (1) the user does not control most means of production; (2) the user is a significant part of the input to the production process. We then discuss how some traditional service techniques can be applied to online service applications by considering aspects of the design and evaluation of the human-computer interface (HCI) of online services.

/pdf/a-services-theory-approach-to-online-service-applications-10p2q19h0o.pdf

A Services Theory Approach to Online Service Applications

This paper proposes the use of service-based architectures as a way to bring the benefits of ubiquitous computing solutions to real world problems. We compare this services approach to the traditional view of computer applications as user tools, noticing that service providers can bring significant economies of scale not only in monetary terms but also in computational simplifications based on multiple user data aggregation and large scale data information processing and gathering. We argue for such ubiquitous services by analyzing the evolution of the World Wide Web in the last two decades and the success of service providers such as Google, eBay, and Mapquest in changing the way people live; and by showing how a services approach can make feasible many solutions to real problems such as urban congestion, preventive health care, and global trade.

http://ieeexplore.ieee.org/iel5/4278609/4278610/04278649.pdf

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A Services Theory Approach to Online Service Applications

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