The Effectiveness of Customer Service Policies on Intentions in Business-To-Consumer E-Commerce: A Psychological Contract Perspective

Abstract

This study examines the influence of customer service policies on consumer purchase intentions in business-to-consumer electronic commerce. Prior research findings propose that practitioners can utilize these policies to influence customers' purchase intentions. Based on the psychological contract theory, this study conducts an experiment to examine whether customer service policies can influence consumers' intentions through their perceived psychological contract with the vendors. The experiment finds that a customer can form psychological contract beliefs with a vendor based on the vendor's customer service policies. These psychological contract beliefs may influence purchase intentions through trusting beliefs. These results should help web vendors realize the importance of customer service policies and improve their website design strategies.