Applying The Technology Acceptance And Service Quality Models To Live Customer Support Chat For E-Commerce Websites

Abstract

<span style="font-family: Times New Roman; font-size: small;"> </span><p style="margin: 0in 0.5in 0pt; text-align: justify;" class="MsoNormal"><span style="font-size: 10pt; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin;"><span style="font-family: Times New Roman;">This study investigates Live Customer Support Chat as a new type of customer service implemented for E-commerce websites.<span style="mso-spacerun: yes;"> </span>This study addresses an important research gap in regards to the effectiveness of new live customer support technology compared to the traditional non real-time support types such as online forms and e-mail.<span style="mso-spacerun: yes;"> </span>The study used two well-known theoretical frameworks (The Technology Acceptance Model and the Service Quality Model) and created a new dimension of E-Service quality that is based on system quality, system reliability, system availability, information quality, consistency of service quality, and online customer feedback to build a new theoretical framework for Live Customer Support Chat.<span style="mso-spacerun: yes;"> </span>The study further introduces the dimensions of e-service quality and incorporates them in this new framework. </span></span></p><span style="font-family: Times New Roman; font-size: small;"> </span>