Customer Support Chat : A strategic tool for a company

Abstract: The purpose of this dissertation is to investigate if a customer support live chat can be used as a strategic tool to increase customer satisfaction and build a stronger relationship. To gather our data, we have chosen to do qualitative interviews with Customer Support Managers at eight different e-commerce companies. By using the model E-Service Quality in the Live Customer Service/Support Chat Success Model (2011) developed by Dr. Ahmed Elmorshidy, we tested if there is a significance between customer satisfaction and the usage of customer support chat. The results we found were in line with our expectations, that the chat can be a strategic advantage tool if used to its full potential.