The Effect Customer Self Service on Customer's Satisfaction of E-Commerce Websites

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1.Introduction

With the growth of internet usage, the world nowadays is increasingly dependent on the technology-facilitated transactions. Customers interact more with technology instead of interacting with firm's employee to create an outcome (Meuter et al.2000: 1). Customer Self service technology allows the customer to perform the service himself without interference of service personnel for example Federal Express package Tracking and online brokerage services. (Robertson & Shaw, 2005 :2)the combination between technology and self services is believed to “to transform the service economy in much the same way that mass production transformed manufacturing, by allowing services to be delivered at low cost in large volumes” (Salomann et al. 2006:3). The growth of information technology leads to growing number of websites, customers will have to make their purchases from alternative websites and hence increases competitiveness; consequently firms must take into account user satisfaction and face the challenge to enhance it frequently (Huanga and Fu, 2009:1) This study will investigate the effect of the customer self service technology on user satisfaction of e-commerce websites and how does it affect the commitment and the behavior of the customer. This study consists of five main sections. The first section clarifies the factor that affects user satisfaction on e-commerce websites. The second section focuses on the customer self-service phenomena and its characteristics. The third section is basically the most important section of this study as it focuses on the effect of customer self service on User satisfaction of e-commerce websites. In the fourth and fifth section, the research design and the conclusion will be described. 2.Literature Review

2.1 User satisfaction of e-commerce website.

In this section factors that affect consumer's satisfaction will be explained. Cost saving, time saving, user interface design and e-commerce trust are factors that lead to satisfaction. Moreover Understanding the consumer decision making process will be discussed and how to assist the consumer on making his purchase decision and how will this affect the users satisfaction.

2.1.1Understanding the consumer decision making process.

E-commerce can provide better support for the decision making process than others so it's significant for businesses to understand the decision making steps for the consumer and to determine how will it affect their overall satisfaction. By understanding the consumer decision making process it would be easy to develop and deploy systems that will meet the needs of the consumer. Businesses should provide sufficient information to help the consumer choose among alternative products online and to reach a successful decision that will encourage the consumer to continue purchasing from the online retailer (Kohli et al. 2004: 4).it was found that consumers can increase their productivity because they can make better purchasing decision in shorter time (Kim et al. 2003:9). Purchasing products or services on the internet is much easier because there's sufficient information to gather about the product, past consumers, reviewers and manufacturer and competing products. The ability to get such information enhance the decision making process and increases the consumer willingness to purchase because he can determine whether the product meets his need and if it is better than the competitive product or not (Kim et al. 2003:10). Previous researchers categorized the decision making process consists of three categories pre-purchase interaction (searching for products and discussing terms), purchase consummation (purchase order, payment and receiving receipts), and post-purchase interaction (customer service and support) (Devaraj et al 2002:3) Furthermore, the decision making process consists of three phases intelligence, design, and choice. In the intelligence phase the decision maker identifies...
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