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Examining emotions linked to live chat services: The role of e-service quality and impact on word of mouth

Author

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  • Lova Rajaobelina

    (Université du Québec À Montréal)

  • Isabelle Brun

    (Université de Moncton)

  • Nour Kilani

    (Université du Québec À Montréal)

  • Line Ricard

    (Université du Québec À Montréal)

Abstract

The purpose of this article is twofold: (1) to investigate the emotions experienced by banking customers when using live chat services and their impact on positive word-of-mouth intentions; and, (2) to identify which dimensions of e-service quality (accessibility, customer service and support, perceived security/privacy and design) impact these emotions. A survey was conducted with 682 members of a Web-based panel. Findings demonstrate that emotions, both positive and negative, significantly impact word of mouth. Results further reveal that customer service and support followed by design of live chat services mostly influence consumer emotions. On a practical level, the recommendations provided will improve consumer experience and encourage consumers to use live chat services. This is all the more important since such services are now part of the promotion and contribution of a sustainable mode of consumption that is accessible to all.

Suggested Citation

  • Lova Rajaobelina & Isabelle Brun & Nour Kilani & Line Ricard, 2022. "Examining emotions linked to live chat services: The role of e-service quality and impact on word of mouth," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 232-249, September.
    • Handle: RePEc:pal:jofsma:v:27:y:2022:i:3:d:10.1057_s41264-021-00119-8
    DOI: 10.1057/s41264-021-00119-8
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