Abstract

In recent years, there has been a growing interest in the concept of value in the marketing literature. This study examines how companies develop e-customer service capability and support value creation in the context of Internet marketing. Surveys are conducted to obtain data from the perspective of both companies and customers. The main results from the firm’s perspective indicate that e-customer service capability is positively associated with value creation particularly through technological capability and customer orientation. The high degree of interaction between customer orientation and transaction efficiency suggests that customer experience (satisfaction) can be further enhanced through the e-customer service capability to achieve customer commitment to a website in terms of trust and loyalty.