E-service and the consumer

Many Internet applications do not fully utilize the unique nature of the We b, which in its purest Form involves interactive, personalized information service. The true nature of the Web, here termed e-service, will be the key to marketing most effectively to the consumer, for it is the logical conti nuation of a 100-year trend toward information service in the economy. This paper examines the aspects of e-service that are critical in effectively i nteracting with consumers in interactive, networked information environment s like the Internet. It discusses three central changes brought about by th e advent of the Internet (true interactivity with the consumer, customer-sp ecific, situational personalization, and the opportunity for real-time adju stments to a Firm's offering to customers), as well os changes in consumer expectations regarding firm service strategies that Flow from these develop ments. Based upon these changes in technology and consumer expectations, im portant elements of the e-service experience are defined. The paper conclud es by showing how e-service strategies will ploy a significant role in grow ing the overall value of the firm. In each of these areas, a set of researc h questions is proposed that will lead to a stronger understanding of e-ser vice! and consumer behavior.