The case of Amazon.com: towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT)

Purpose – The concept of online customer service experience (OCSE) has recently received great interest from academia and businesses alike. Despite the belief that providing superb online experiences will influence customers' online buying behavior, most of the research focuses solely on the controllable factors of the online experience. This paper seeks to address these issues. Design/methodology/approach – Using the means-end approach in 62...