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  • Μικρογραφία εικόνας
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    Empirical examination of user satisfaction with the live chat experience and the intention to continue using live chat as customer support channel
    (2021-03-02) Nikolakea, Kyriaki; Νικολακέα, Κυριακή; Athens University of Economics and Business, Department of Marketing and Communication; Argouslidis, Paraskevas; Repoussis, Panagiotis; Drossos, Dimitrios
    Today, many brands are incorporating live chat features into their sites in an effort to improve the user experience. The uniqueness of live chat lies in the fact that it gives users the opportunity to switch from a passive web browsing to an active text-based interaction with brands by simply clicking on a dialog box. Previous research shows that specific aspects of customer support that users may acknowledge during live chats and their cognitive beliefs about the live chat system can affect user satisfaction with the live chat experience. This study draws on service marketing, channel communication, and information systems theories and proposes a comprehensive model used to explore the impact of specific customer support quality perceptions and live chat cognitive and affective beliefs on live chat satisfaction and ον the intention to continue using the channel. Having analyzed the responses of 332 live chat users, our results indicate the importance of specific service quality aspects, namely empathy and reliability, of communication quality, of perceived usefulness and perceived enjoyment in shaping live chat satisfaction and continuance intention. Contrariwise, the assurance and responsiveness aspects of service quality, do not prove to affect the live chat experience.