The case of Amazon.com: towards a conceptual framework of online customer service experience (OCSE) using the Emerging Consensus Technique (ECT)
Philipp “Phil” Klaus
Journal of Services Marketing
Vol 27, Issue 6, 2013, pp 443-457
Published by Emerald
Purpose – The concept of online customer service experience (OCSE) has recently received great interest from academia and businesses alike. Despite the belief that providing superb online experiences will influence customers’ online buying behavior, most of the research focuses solely on the controllable factors of the online experience. Based on its empirical findings, this article proposes a conceptual framework of online customer service experience, which incorporates the individual dimensions of the online experience according to the stage of the customer-service provider interaction.