Open AccessAnalyzing the Impact of Live Chat Service Implementation on Customer Online Shopping Satisfaction
Author(s) -
Banggang Wu Susan Jia
Publication year - 2021
Publication title -
converter
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.104
H-Index - 1
ISSN - 0010-8189
DOI - 10.17762/converter.294
Subject(s) - service (business) , online chat , business , customer satisfaction , chat room , advertising , customer service , computer science , marketing , world wide web , the internet
A live chat service is a tool embedded in an online shopping website that allows online vendors to instantly communicate with consumers. Empirical quantification of how live chat affects customer satisfaction in an online shopping scenario facilitates the calculation of the return of investment of the implementation of the live chat service. To this end, this paper obtained 84405 pieces of purchase-and-comment data during 2010-2012 from a major online shopping websites in China, which implemented its live chat service in January, 2012. Results suggest that implementing live chat service can indeed improve customer satisfaction. Meanwhile, such effect is more pronounced for third-party brands, experience goods purchases, high perceived risk products, and cross-buying. This study contributes by pioneeringly conducting before-and-after comparison based on real implementation data, as well as offering critical suggestions to online shopping website managers regarding the decision and optimization of live chat service implementation.