Choice Drivers in E-Services: Insights from E-Financial Services Industry

42 Pages Posted: 26 Jun 2003

See all articles by Rohit Verma

Rohit Verma

Cornell University - School of Hotel Administration

Zafar Iqbal

DePaul University - Deparment of Marketing

Gerhard Plaschka

DePaul University - Department of Management

Abstract

Given the rapid increase of web-based sales despite the collapse of many dot-com firms, e-services (both online-only & hybrid "clicks & mortar" firms) are faced with a difficult challenge: what value-added features should they offer to effectively gain market share & profits while realistically considering operational and financial constraints? This paper explores the above questions by exploring similarities and differences in preferences between different customer segments for a widely used online service sector (e-financial services) in the United States. Through a national online discrete choice experiment of approx 1500 customers, we demonstrate that the utilities assigned by customers to various features of an online service (e.g. such as availability of traditional features, online features, price, access to brick-and-mortar backup, and access to the online service via the online medium) differ between different market segments. These results have both managerial & research implications for design and operations strategy formulation for e-services.

Keywords: Service Operations, Choice Modeling, Survey Research, e-Services

JEL Classification: C5, G2, L8, M1, N2

Suggested Citation

Verma, Rohit and Iqbal, Zafar and Plaschka, Gerhard, Choice Drivers in E-Services: Insights from E-Financial Services Industry. Available at SSRN: https://ssrn.com/abstract=408241 or http://dx.doi.org/10.2139/ssrn.408241

Rohit Verma (Contact Author)

Cornell University - School of Hotel Administration ( email )

435B Statler Hall
Ithaca, NY 14853-6902
United States

Zafar Iqbal

DePaul University - Deparment of Marketing ( email )

1 E. Jackson Blvd.
Chicago, IL 60604
312-342-1042 (Phone)
312-362-5647 (Fax)

Gerhard Plaschka

DePaul University - Department of Management ( email )

1 E. Jackson Blvd.
Chicago, IL 60604
United States
312-362-8783 (Phone)
312-362-6973 (Fax)

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