Inter-Relationship of Web Site Interactivity and Customer Outcomes

Abstract

This article explores the inter-relationship between the two dimensions of a web site—web site interactivity and customer outcomes. The study investigates how web site interactivity leads to positive customer outcomes in the context of Internet Banking web sites. Navigation structure and information content constitute the antecedents of web site interactivity whereas the dimension of customer outcomes has been studied through customer service quality; customer satisfaction; perceived security risk and trust of the web site. In order to gauge the data for internal consistency, various reliability and validity procedures have been carried out. AMOS software has been used for analysis of the data using Structural Equation Modeling technique. The findings indicate that web site design factors like navigation structure and information content are important antecedents to customer service quality, which further influences customer satisfaction and the trust of Internet Banking web sites. The study would provide insights to the global marketers by providing accurate and timely information along with security measures; thus it can enhance customer service quality, customer satisfaction and trust. The overview of the study reveals the importance and contribution of each construct in the formation of trust towards Internet Banking web site.