Customer experience in online financial services

Abstract

Purpose – Drawing upon research in consumer behavior, the purpose of this paper is to deploy an alternative way to predict behavioral intention with customer technology beliefs and experience in e-brokerage services.\nDesign/methodology/approach – This study tests the proposed framework and relevant hypotheses with survey responses collected from 258 online investors.\nFindings – Technology-ready (TR) customer segments vary in their evaluations of customer-service interfaces; interface evaluations affect cognitive service experience; and interface evaluations and cognitive experience affect customers’ behavioral intentions.\nResearch limitations/implications – This study indicates that flow experience emerges as an important factor for achieving sustainable competitive advantages in e-brokerage services. The research findings and relevant hypotheses might not apply to low-credence services.\nPractical implications – The findings indicate that service designers need to examine the life cycle of the intended service offerings and customize corresponding service/product features based on customers’ technology beliefs and personal characteristics, which can further lead to maximized flow experience and increased intention rate.\nOriginality/value – The paper is among the first attempts to examine how psychographic features affect customers’ experience and valuation of certain service system interfaces from service design perspective.

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