Title: The influence of customer activity on e-service value-in-use

Authors: Kristina Heinonen

Addresses: Department of Marketing, Hanken School of Economics, P.O. Box 479, FIN 00101 Helsinki, Finland

Abstract: Customer activity in the service process has been argued to be growing. This paper explores how differences in customers| activity in the service process influence e-service value-in-use. Value is not seen here as delivered to consumers; rather it emerges in the service process when consumers use the service, i.e., value-in-use. Customer activity represents the number of website elements that are used. A four-dimensional model of e-service value is used. The empirical study of an online travel service indicated that the customer activity level positively influenced value-in-use. The paper shows the significance of a value-in-use perspective.

Keywords: customer activity; e-service; value-in-use; service-dominant logic; electronic business; e-business; online services; electronic service; online travel service; web services.

DOI: 10.1504/IJEB.2009.024627

International Journal of Electronic Business, 2009 Vol.7 No.2, pp.190 - 214

Published online: 12 Apr 2009 *

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