Méndez-Aparicio M Dolores, Izquierdo-Yusta Alicia, Jiménez-Zarco Ana I
Business Administration, University of BurgosBurgos, Spain.
Faculty of Economics and Business, Open University of CataloniaBarcelona, Spain.
Front Psychol. 2017 Jul 27;8:1254. doi: 10.3389/fpsyg.2017.01254. eCollection 2017.
a company's bottom line, especially in the service sector and with services offered via online channels. In order to maximize its effects, organizations need (1) to know which factors influence the formation of an individual's service expectations in an online environment; and (2) to establish the influence of these expectations on customers' likelihood of recommending a service before they have even used it. In accordance with the TAM model (Davis, 1989; Davis et al., 1992), the TRA model (Fishbein and Ajzen, 1975), the extended UTAUT model (Venkatesh et al., 2012), and the approach described by Alloza (2011), this work proposes a theoretical model of the antecedents and consequences of consumer expectations of online services. In order to validate the proposed theoretical model, a sample of individual insurance company customers was analyzed. The results showed, first, the importance of customers' expectations with regard to the intention to recommend the "private area" of the company's website to other customers prior to using it themselves. They also revealed the importance to expectations of the antecedents perceived usefulness, ease of use, frequency of use, reputation, and subjective norm.
公司的盈利状况，尤其是在服务行业以及通过在线渠道提供的服务方面。为了使其效果最大化，组织需要：（1）了解在在线环境中哪些因素会影响个人服务期望的形成；（2）在客户甚至尚未使用某项服务之前，确定这些期望对客户推荐该服务可能性的影响。根据技术接受模型（Davis，1989年；Davis等人，1992年）、理性行为理论模型（Fishbein和Ajzen，1975年）、扩展的统一技术接受和使用模型（Venkatesh等人，2012年）以及Alloza（2011年）所描述的方法，本研究提出了一个关于在线服务消费者期望的前因和后果的理论模型。为了验证所提出的理论模型，对一家个人保险公司的客户样本进行了分析。结果表明，首先，客户在自己使用公司网站的“私人区域”之前，就向其他客户推荐该区域的意图方面的期望具有重要性。研究结果还揭示了感知有用性、易用性、使用频率、声誉和主观规范等前因对期望的重要性。
