解决在线服务的内容和方式：为B2C成功安置支持服务功能和服务质量

Cenfetelli, R., Benbasat, I., and Al-Natour, S. 2008. "Addressing the What and How of Online Services: Positioning Supporting-Services Functionality and Service Quality for Business-to-Consumer Success," Information Systems Research (19:2), pp. 161-181.

随着企业对消费者（B2C）电子商务的持续增长，在线供应商正在提供越来越多的服务，以支持和增强其核心产品或服务。例如，亚马逊不仅卖书；它还通过自动化产品推荐、“愿望列表”跟踪、订单状态更新、客户评论和许多其他有价值的支持服务来增强核心产品。仅通过信息技术（IT）的设计和部署就可以提供这些支持服务，以提供网站支持服务功能（SSF）。在本文中电子商务环境中电子服务质量评价模型研究，我们定义和开发了B2C SSF的概念，并研究了IT如何支持核心产品或服务。我们将SSF在这样一种环境中所扮演的角色理论化，在这种环境中，访问B2C网站的个人不仅是客户，而且还是技术用户。鉴于将供应商服务与信息系统（IS）融合在一起的独特在线环境，我们的模型整合了服务营销和技术接受方面的理论，以帮助解释这些客户/用户的行为。为此，我们调查了与SSF相关的广泛研究的服务质量概念的作用。尽管服务质量为应如何提供支持服务提供了指导（例如，以响应方式和可靠方式提供服务），但并未解决这些服务的含义（例如，产品推荐）。SSF解决了这一缺陷，因此通过专注于IT设计和部署，可以提供理论和实践上的好处。现场研究的结果表明，SSF是客户信念和行为的重要预测指标，而不仅仅是服务质量的预测指标。在理论上和实践上，SSF是在IT协调的B2C服务中要考虑的重要概念。

Background

With the continued growth of business-to-consumer (B2C) e-business, online vendors are providing an increasing array of services that support and enhance their core products or services.

Gap

While a service quality perspective is vitally important to B2C firms, an important question remains unanswered: What services should be provided?

RQHow can supporting services functionality (SSF, which is the extent to which a website uses IT to provide services that support a core product or service transaction, and to help customers reach their shopping goals) be fully realized; i.e., what IT-mediated supporting services are possible online?What are the salient effects of SSF in the B2C environment?How do these effects influence customers' perceptions of a website relative to the extensively researched service quality construct?What variables are salient when an individual is both a customer and a user of technology? LR & Theoretical Model

Theoretical foundation: integrate key constructs and theories from services marketing and technology acceptance research

Methodology

Item Development

We derived our measures for service quality, perceived usefulness, satisfaction, and continued website usage from scales that have been applied and validated in earlier studies.

Measure for the new construct SSF:

We chose the CSLC as a foundational model for describing the possible services available in B2C environments. The CSLC emphasizes the role of IT as a resource to provide supporting services, and describes a wider array of potential supporting services than the Lovelock (1994) or Kotler (1997) models. We made use of the CSLC solely as an initial seeding framework. Past this initial grounding, we validated SSF independent of any specific framework. We generated 3 (4 in one instance) items for each of the 15 service dimensions of the CSLC (Table 2) for a total of 46 items.

Field Testing

Survey to test our theoretical model

Sample

1081 B2C customers

Results

All hypotheses were supported.

ContributionsIt introduced and described the novel concept of SSF as it applies within B2C, and we developed and validated a measure for this multidimensional construct. It developed a theory for how SSF influences customer perceptions, and whether SSF is predictive of continuing usage of B2C website.It positioned SSF (what services are offered) with service quality (how those services are offered).a theory to explain perceptions and behavior in the vendor/systems in the B2C environmentLimitation

Some of the SSF dimensions were not significant may cause concern as to the validity of the dimensions.

Future Research

Studies incorporating a task-technology fit (TTF) perspective could investigate specific shopping contexts and gather data on which service functions are most important in that particular context.

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