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Online customer service experience (OCSE) is a newer concept, and writing in the Journal of Services Marketing, Philipp Klaus from the ESCE International Business School in Paris, created a conceptual model of online customer service experience which was based on customers’ experiences with the online bookseller Amazon.com (Klaus, 2013). His research identified 28 attributes, which were split into two main areas – psychological factors and functionality, and these were supported by sub-dimensions.

The psychological factors included trust, value for money and context familiarity (how close the experience is to an offline model).

The functionality elements are a useful checklist for overall website usability: ease of use; communication; social presence; product presence (product images and descriptions such as ‘look inside’); and interactivity.

The model is shown in Figure 2.4 and it may be that you think that this does not include any surprises. However, it is the combination of the two areas that leads to a better customer experience, which is similar to the initial descriptions discussed earlier in this chapter, provided by Gentile and colleagues, who considered the psychological factors, and it could be argued that Meyer and Schwager's definition of customer experience focused on the functionality aspect.

Figure 2.4 Online customer service experience (OCSE) conceptual model

Source: Klaus, 2013, p. 447

The OCSE model is another useful model for assessing the customer service experience and could be adapted as a checklist for business.