Applying the technology acceptance and service quality models to Live Customer Support Chat for E-commerce websites

Abstract

This study investigates Live Customer Support Chat as a new type of customer service implemented for E-commerce websites. 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. 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. The study further introduces the dimensions of e-service quality and incorporates them in this new framework.