Effects of sense of control and social presence on customer experience and e-service quality

This study considers sense of control and social presence as major design attributes and explores their influence on customers' affective responses and cognitive evaluations of e-services. In an experimental study, we constructed a hypothetical news portal offering varying levels of user control and social presence. Statistical analyses of the data indicate that websites designed to provide a greater sense of control and social presence result in greater pleasure and arousal among users, more positive evaluations of e-service quality, and stronger revisit intentions for the e-service platform. A well-designed website interface with an appropriate social presence and customizable interface appears to create an optimal online environment for offering desirable service experiences and thereby retaining customers.