Study on Enhancing E-satisfaction through Web Functionalities across the Customer Service Life Cycle in E-commerce Environment

This paper examines how combinations of Web functionalities impact the relative importance of the stages of the Customer Service Life Cycle (CSLC) in determining customer satisfaction. Results of regressions indicate that customers consider Web functionality support for the pre-purchase stages of the CSLC to be most important, with the requirements stage or acquisition stage consistently being first in importance. By considering the products sold online, organizations can invest their resources to build Web functionalities that incorporate values, culture, and processes to increase customer satisfaction with the Web site and influence firm performance.