Net-based customer service systems: evolution and revolution in Web site functionalities

Firms' Web sites are becoming an increasingly important component of their customer service systems. Yet there is a dearth of research-based insights and guidelines concerning the roles, functionalities, and effective design of Web sites. In this article we describe and discuss findings from a three-phase, multimethod research study aimed at filling this literature void. We first propose and validate a descriptive taxonomy of customer needs amenable to online fulfillment. Complementing this taxonomy, we next propose, and offer preliminary validation of, a five-stage conceptual model for understanding and predicting the development of a firm's Web site design and functionality.