Designing Online Service: From State-of-the-Art to a Unified

Framework

Noor Farizah Ibrahim and Christopher Durugbo

University of Bristol, Senate House, Tyndall Ave, Bristol, U.K.

Keywords: Online Service, Literature Review, e-Commerce, e-Banking, Success Factor, Online Service Design.

Abstract: Online services are now extensively used all over the world in desktop and mobile applications. These

services are driven by technologies that attempt to enhance how people manage their lives in more

networked and interconnected ways. The aim of this study is to conduct a systematic review of 103 articles

published from year 1998 to 2014 by reviewing the research objectives, research findings, methodologies

and research gaps of prior online service studies. Since, there are limited focus on online services research

as a whole albeit several researchers concentrated specifically on areas such as e-banking and e-commerce,

the authors summarized prior research by developing a unified framework –the Design for Online Service

(DOS) framework– that synthesized the findings of success factors – web design, social networking, service

provisioning, user involvement and critical success factors- in designing online services. The DOS

framework provides a holistic view of determinants for the success of online service design, incorporating

range set of factors and its criteria. Overall, these findings provide insights and greater understanding of

online service research agenda.

1 INTRODUCTION

The internet is increasingly recognized as an

important communication medium and contributes

to the ubiquity of digital technologies. Internet

World Stats (2014) have projected internet

population of 2937 million users for 2014, which is

around 40% of the world population, as shown in

Figure 1. Over the internet, a wide range of online

services and online systems are provided through

websites and applications that allow users to perform

transactions such as fund transfer and communicate

using social networking sites such as Facebook,

Twitter, and YouTube (Hong, 2013). According to

Parthasaranthy and Bhattacherjee (1998), online

services can be defined as a combination of

proprietary and open internet-based content, with

features, functions and assistance provided to

customers. These services date as far back as 1979

when CompuServe offered a dial-up service for end-

users. Online service examples include the digital

provision of news, online magazines, software

download, music and movie streams, email and web

access. With this in mind, some scholars have

argued that the development of the online services

industry and its emergence has mirrored the growth

of technology (Buhalis and Law, 2008).

Researchers have conducted several reviews of

online services over time. For instance, Chiou et al.

(2010) carried out a comprehensive review of 83

articles published between 1995-2006. The review

focused on websites that offers services, promote

products and generate revenue in business. It

investigated the trend of website evaluation

conducted by other researchers and developed a

strategic evaluation framework that explains the

steps to evaluate websites effectively. Their findings

reported that commercial websites need to be

Figure 1: Internet penetration.

Ibrahim, N. and Durugbo, C.

Designing Online Service: From State-of-the-Art to a Uniﬁed Framework.

In Proceedings of the 12th International Conference on Web Information Systems and Technologies (WEBIST 2016) - Volume 1, pages 255-262

ISBN: 978-989-758-186-1

255

evaluated using an effective framework to improve

quality, usability and achieve business objectives. A

review by Law et al. (2010) analyzed the

methodological approaches to website evaluation in

tourism research used by prior researchers. They

reviewed several papers published from 1996 to July

2009.

Similarly, Buhalis and Law (2008) reviewed the

progress of information technology and tourism

management. The authors extracted articles from the

tourism literature using a comprehensive review

technique and pointed that technology and internet

facilitates direct interactions of consumer within the

tourism industry. Also, a study by Hanafizadeh et al.

(2014) focused on internet banking adoption in their

systematic review of literatures published between

1999 and 2012. They mentioned that it is foreseeable

that the different approaches on adoption studies

could be inter-related in some cases and

recommended for future studies. From these

reviews, we found coverage of a range of specific

topics in online services like e-tourism, e-commerce,

and e-banking. However, there is a need for a study

that provides a unified framework for informing an

online service research agenda as a whole. The

presence of differing services found emphasizes the

need for an integrated unified framework that will

represent the success factors of online services – this

is the motivation of our research. For that, insight is

needed on the state-of-the-art of online services and

the factors that can contribute to the success of

online service as a whole. This is the gap that this

review seeks to address.

This study attempts to provide a systematic

review of prior online service literature by reviewing

online service studies published between 1998 and

2014. The main objective of this study is to develop

a unified framework that synthesizes success factors

for online services design. Along these lines, the

objectives of this systematic review are as follow: (i)

to analyze the methodological approaches, findings

and research gaps within the online service

literature, (ii) to synthesize the determinants

involved in online service literature (iii) to develop a

unified research framework of factors for the success

and effectiveness of online service designs

2 RESEARCH METHODOLOGY

For this review, we have conducted a systematic

review to evaluate the contribution of literature to

the body of knowledge in online services. Data

gathering for articles involved the use of three large

databases: Web of Science

(http://apps.webofknowledge.com/), Google Scholar

(http://scholar.google.co.uk/) and Scopus

(http://www.scopus.com/). The candidate articles

were identified using ‘online service’ or ‘on-line

service’ as topics in search. ‘E-commerce’, ‘online

banking’ and ‘e-travel’ were also used as keywords.

We started the sampling process by scanning

potential articles listed by the search engine

according to their relevancy. Both authors of this

study conducted the scanning and skimming process

of the abstracts of the potential articles. The database

search from Web of Science identified 477 articles

after some customization. For Scopus, there were

476 results yielded and cross-reference were done

against Web of Science to remove duplicate articles.

To improve the quality of this review, only

articles with at least one citation were included. We

identified the number of citations of each articles

retrieved from the respected database and all of them

were recorded. Then, we filtered the selected articles

by reading the abstracts. Full text of the selected

articles were then read and evaluated in-line with

our review objectives. After this final step, we

selected a total of 103 articles from 53 journals in

our review list. These articles were determined to be

relevant and had made a significant contribution to

online service in general and to this study in

specific.

3 DATA ANALYSIS

3.1 Descriptive Analysis

We found that majority of the articles were from the

‘Service Industries Journal’, ‘Online Information

Review’ and ‘Decision Support System’ journals

with 5 articles. ‘Information Management’,

‘Computers in Human Behavior’, ‘International

Journal of Bank Marketing’, ‘International Journal

of Information Management’, ‘Tourism

Management’ and ‘Journal of Services Marketing’

contributed 4 articles each. We classified 30 articles

as ‘Others’ since they were derived from numerous

journals such as ‘Information Science’, ‘Journal of

Internet Commerce’ and ‘Journal of Information

Science’. Given that the scope of online service is

wide and extensive; numerous articles have been

published from diverse industries such as banking,

travelling, reservation, and government service.

In Figure 2(a), the graph reveals the number of

online services articles that have been published as

per Web of Science database from 1995 and the

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number has been consistently increasing as of 2013.

At the same time, Figure 2(b) depicts the amount of

online service articles cited for each year and we

found that the most frequently cited paper is written

by Bhattacherjee (2001) regarding understanding the

information system continuance with 656 citations

(46.71 citations per year) in Web of Science and

cited by 2257 articles as reported in Google Scholar.

(a)

(b)

Figure 2: Distribution of online service articles based on

(a) published years and (b) yearly citations.

Our data analysis showed a range of research

methods and Figure 3 captures the main research

methodologies used by prior online services

researchers. The figure showed surveys as the most

frequently used method with 73 studies followed by

mixed method with 6 studies. Experiments, case

studies and content analysis occupied with 5 studies

each. According to Tan and Teo (2000), researchers

mostly choose online or paper-based survey because

of several factors such as lower costs, faster

responses and also geographically unrestricted

sample. As for mixed method, this approach tends to

be chosen because of its capability to integrate both

quantitative and qualitative research to provide more

reliable and presentable results (Seneler et al., 2010).

Typically, a range of mixed method approaches are

such as a written questionnaire, personal interviews,

literature review and field visits as was the case

inYounis (2005). In this review, our analysis also

includes a summary of research fields involved in

Figure 3: Summary of research methodologies.

literature review and field visits as was the case

inYounis (2005). In this review, our analysis also

includes a summary of research fields involved in

online services. Majority of the articles (39%)

focused on online services in general such as its

antecedents, influences and factors of user

satisfaction and acceptance. The second most

studied field is e-commerce (21%) followed by e-

banking (19%). E-ticketing/reservation and mobile

services shared the same percentage and each

occupied 7% of the total sources. 6% of the studies

focused on e-government and social media

represents the smallest share with 1 percent of all

publications in this review.

3.2 Research Theories

Our analysis showed several research theories and

models applied by researchers in the study and

development of online services. For instance, Lean

et al. (2009) implemented Technology Acceptance

Model (TAM) and Diffusion of Innovation (DOI)

theories to investigate factors that initiate users

acceptance of an online service. The researchers

used TAM because it is a renowned model to

measure users’ adoption of computer system. In

contrast, Escobar-Rodríguez and Carvajal-Trujillo

(2014) applied unified theory of acceptance and use

of technology (UTAUT) model to examine the

determinants of purchasing flights tickets and found

online purchase intentions, habit and ease of use

were the most important determinants. UTAUT is a

model that attempts to explain the success of new

technology and determinants that influence the

acceptance of technology or system (Venkatesh et

al., 2003). Other theories and models used in the

studies include Theory of Planned Behavior (Cho,

2006), Theory of Reasoned Action (Shih, 2004),

Innovation Diffusion Theory (IDT) (El-Gohary,

2012), Social Cognitive Theory (Hernández et al.,

Survey;

Mixed methods; 6

Experiment; 5

Case

Study; 5

Content

Analysis; 5

Interview; 4

Exploratory Study; 2

Observation; 2

Personal

Diary; 1

Designing Online Service: From State-of-the-Art to a Uniﬁed Framework

257

2010), and DeLone & McLean IS Success Model

(Bhattacharya et al., 2012).

3.3 Research Gaps

Generally, studies have highlighted issues and gaps

for the purpose of online service research and

generalization. The identified research gaps are:

 To perform longitudinal study for future

research because it offers more accurate

observation and provides high validity of

research (Ahn et al., 2007; Cheng et al., 2006;

Yang and Fang, 2004).

 To extend the developed model and framework

in prior studies at different online services and

in various industries for a valid and reliable

analysis (Barrera and Carrión, 2014; El-Gohary,

2012; Klaus, 2013; Ladhari and Leclerc, 2013).

 To expand studies’ sample size in a wider

spectrum in order to ascertain the developed

hypotheses (Laforet and Li, 2005; Lean et al.,

2009; Sohail and Shanmugham, 2003).

4 DISCUSSION OF DATA

SYNTHESIS

4.1 Determinants of Online Services

The synthesis process enabled us to establish eight

common key determinants of online services as

shown in Table 1. These determinants are: (i)

security/privacy, (ii) loyalty, (ii) quality, (iv)

acceptance, (v) trust, (vi) user satisfaction, (vii) user

behavior and (viii) functionality. They were

synthesized using several steps. First, we identified

and extracted the determinants in each reviewed

study by recording them in a table to get a summary

of factors that allows us to check the frequency of

them being mentioned. The rationale of creating this

table is as an additional attempt to summarize and

validate the determinants. They were then sorted and

grouped accordingly. The grouping process were

done by both authors and any disagreements were

resolved by obtaining mutual consensus between the

authors.

As mentioned above, the determinants were

identified based on the key determinants mentioned

in most studies and we listed them according to

concepts and reflections. For instance, perceived risk

and perceived credibility was conceptualized and

merged with security and tagged under ‘Security’.

Other examples include willingness to pay and

word-of-mouth which we connected with loyalty as

these determinants covered issues related to users’

loyalty and continuance of using the system. Other

related determinants were also grouped together

under a major determinant if they had logical

relationships and represented the same concept.

There are numerous of determinants founded in the

103 articles and some of them overlapped in the

wording and in the meaning as well. Duplicated

determinants were found in different studies due to

the application of similar theories, frameworks and

models.

We also noticed different contexts of

determinants where determinants found in an e-

banking service are different from e-government

service due to the practice of the services. For

instance, studies from Kesharwani and Bisht (2012)

studied the context of security and privacy in

internet banking while El-Gohary (2012) and Lean

et al. (2009) chose to measure ‘user acceptance’

determinant in their e-government studies. We

consider these variations in how we synthesize the

data obtained and create our framework.

Table 1: Determinants of online service.

Factors Description Sample Source

Privacy/

Security

Information

protection

(Kesharwani and

Bisht, 2012)

Loyalty Being loyal and

commit to the system.

(Kim et al.,

2011a)

Quality The accuracy of

information provided.

(Barrera and

Carrión, 2014)

Acceptance Willingness to accept

and rely on the system

(Hong, 2013)

User

satisfaction

The contentment

when the system

fulfils the needs

(Chang et al.,

2012; Harris et

al., 2006)

User

experience

The way a user reacts

towards the service

(Hernández et al.,

2010)

Functionalit

Providing correct

system’s functions

(Kim et al.,

2011b)

4.2 Framework for Online Services

Using these determinants, a unified framework – the

design for online service (DOS) framework – for

online services can be formulated, as shown in

Figure 4. The framework categorizes and groups the

determinants that have been found to be influential

in determining the success of online services into

five group of factors: (i) web design, (ii), social

networking factors, (iii) service provisioning factors,

(iv) user involvement factors, and (v) critical success

factors. Each factor was condensed and grouped

based on our insight and analysis of determinants

from the literature that have been identified as

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Figure 4: The design for online service (DOS) framework.

contributors to the success of an effective online

service. We synthesized the factors by grouping and

merging related determinants and amalgamating

variables into an established and epitomized factor.

The first factor is web design, which represents

the features, the accessibility, the navigation, and the

user-friendliness of the service that plays an

important role in fulfilling customers’ needs. This

factor was mentioned by several authors in their

studies where they suggested web design as a key

factor that could influence online service success

(Bhattacharya et al., 2012; Klaus, 2013; Liu et al.,

2009). Web design is essential in developing a

website because it attracts, sustains and retains the

interest of customers that visit the websites. With

this in mind, authors such as Aladwani and Palvia

(2002) and Liu et al. (2009) suggested four

important issues to be considered in website design

which are proper fonts, proper colors, attractiveness

and multimedia features. Also, Preece (2001)

introduced dialog and social interaction support,

information design, navigation and access as key

components to make a good web design and

software.

The next set of factors in the DOS framework is

social networking and this consists of social media

and online community determinants. This aligns with

Mangold and Faulds (2009)’s that discussed the

provision of networking platforms for online

communities to encourage online communities to

engage with offered systems. We underscore the

importance of social media for online services

acceptance/penetration and our conceptualization of

this factor has emerged from prior studies (Moe and

Larsson, 2013; Hong, 2013). Their works

highlighted how specific objectives are at the heart

of the targeted use of social media such as

networking sites, forums, blogs, wikis, and micro-

blogs as channels of communication. Social media

sites likes Twitter and Facebook are used by

governments to gain high volume users. As

explained by Preece (2001), online community

means different things to different people depends

on individual’s perspectives. Some view online

communities as a social phenomenon and others

assume communities as people operating in the

society to create networks and connection.

Therefore, online communities are essential as the

driving force of online services success due to

connections and communications created when

people connect and bump into each other within

these communities in cyberspace.

In this framework, we categorized the next

factors under service provisioning factors consist

of functionality, security, quality and trust. Service

provisioning is a preparatory action that is taken to

develop a network that offers services (Low and

Varaiya, 1993). Security (and privacy) are essential

in online service since they may hinder the

development of e-commerce (Yousafzai et al.,

2003). The authors argued that privacy must be

protected during online transactions because these

transactions tend to involve confidential information

such as customers’ details, account number, and

credit card details. Besides, consumers need to be

assured that the provided privacy protection also

includes the protection of not giving data to other

entities without their authorization as well as

encryption and authentication procedures. In

addition, the nature of the functionality of online

services is one of the factors that could contribute to

the success of online service provision. For instance,

we found that service recovery is an important

example that needs to be included as Chang et al.

Designing Online Service: From State-of-the-Art to a Uniﬁed Framework

259

(2012) and Harris et al. (2006) reviewed recovery

services design in the provision of online services

and examined their influences and impact. They

found that service recovery potentially influences

user satisfaction, repurchase intention and the failure

of online services.

Several authors mentioned quality as a

determinant that can contribute to customer

satisfaction and influence repurchase intention (Al-

Hawari, 2011; Negash et al., 2003; Yang and Fang,

2004). Negash et al. (2003) argued that quality of

system, service and information determine the

effectiveness of the system and at the same time is

reflected the satisfaction of users. Bhattacharya et al.

(2012) in their e-government portal study, found

factors such as transaction transparency and

usefulness of information were positively significant

with e-service quality. Using this insight, we argue

that good quality of service could influence the

success of online service based on prior studies’

findings. Trust on the other hand is a factor which

researchers have discussed along the lines of trust in

online services, the roles of trust and the effect of

perceived trust on online services (Cho, 2006;

Kesharwani and Bisht, 2012). Relationships have

also be found between trust and satisfaction with the

influence of functionality and security provided in

the system (Kim et al., 2011a). Based on this insight,

we argue that trust plays an important role as service

provisioning factor to ensure the success of online

services.

In our conceptualization of the DOS framework,

we highlight the issues of user involvement in

online service research consist of user

experience/behavior. Law et al. (2010) in their study

of website evaluation in the tourism sector

mentioned that experienced computer users able to

extract and adopt online service system introduced

to them quicker than non-experienced computer

users. Along these lines, user experience in view of

different experiences has also been identified by

several researchers such as Hong (2013), Tong et al.

(2013), and Lu et al. (2011) in their

recommendations for further studies. They have

called for studies to include this factor to examine

and see the difference between the involvement of

experienced and non-experienced users, heavy-users

and light-users, and internet and non-internet users.

The influence of adoption between experienced and

non-experienced users is different because of some

distinct characteristics such as level of education or

socioeconomic status. Similarly, the involvement of

heavy- and light-users is dependent on frequency of

software use and familiarity with services and

transactions. We therefore view the level of

experience among users as important in determining

the success of online services.

The last important factor is critical success

factors where it contains three types of

determinants, which are loyalty, satisfaction and

acceptance that significantly affect online services

performance and operations. Loyalty is important for

the success of online services since it translates to

the retention and building good relationships among

customers of online services (Hsu et al., 2013).

Research by Srinivasan et al. (2002) indicates that

networking, provisioning and involvement items

impact loyalty. Satisfaction is the second

determinant viewed in success factors because it

determines the usage and continuance of online

services. In fact, customer satisfaction is considered

one of most popular research topic in marketing and

e-commerce studies because of its translation to

customers’ repurchase and ‘word-of-mouth’

behaviors (McKinney et al., 2002). The third

determinant we identified as a contributor to the

success of online service is the acceptance of the

system created. Polatoglu and Ekin (2001) examined

the acceptance of internet banking and found

consumer behavior has a significant impact on the e-

banking acceptance process. Also, Choi et al. (2009)

found perceived consequence, satisfaction and social

factors have influenced on customers’ adoption of

online system in Korea. We therefore view

acceptance as the important benchmark in online

service to measure the success of the system created.

5 CONCLUSIONS

In this study, we have evaluated 103 articles from 53

journals published from 1998 to 2014 on the topic of

online services like e-banking, e-commerce, e-

government, and social media. We noted less

research and limited focus on online services as a

whole research albeit several researchers

concentrated specifically on areas such as e-banking

and e-commerce. Sensing that, we conducted this

systematic review research with the objective to

develop a unified framework that synthesized the

findings of success factors - web design, social

networking, service provisioning, user involvement

and critical success factors - in designing online

services. This is encapsulated in our Design for

Online Service (DOS) framework that identifies

factors and determinants for the success and

effectiveness of online services.

The findings from this study provide practical

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guidelines for online service designers, developers

and the practitioners. It is significant for system

developers to incorporate the identified factors

found in this research in designing an online service.

From a theoretical standpoint, our DOS framework

provides a holistic view of determinants for the

success and effectiveness of online service design,

incorporating range set of factors and its criteria.

Although, the framework is proposed to assist

developers during the design of online services by

considering the enumerated determinants, this

analysis remains at a high level of abstraction.

Further studies are therefore needed to delve into

the intricacies of the conceptualized determinants

such as investigating the structure of user

involvement in online services since most of the

theories involved in online services literature

concentrates on users’ behavior. It is also

recommended that future research concentrate on

longitudinal analysis of online services and

testing/validating the framework across the spectrum

of online service types. The findings of our review

and these further studies are expected to benefit

researchers, practitioners, and developers in

understanding the factors that contribute to the

design and success of online services.

ACKNOWLEDGEMENTS

This research is funded by the Government of

Malaysia through Majlis Amanah Rakyat.

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