Classification model and e-loyalty implications for online services

Purpose: The majority of past classification models for services have failed to account for the different nature of online services, and therefore, they are not helpful in classifying online services. This paper aims to present a new model for classifying online services, and managerial implications for creating customer loyalty to online service organizations are discussed. Design/methodology/approach: This paper presents an overview of the research in service classifications and a classification model for online services based on a review of the services literature. Findings: The model for online services presented in this paper classifies online services into four categories: online mass services, online mass e-tailing services, online professional and personal services and online service shops. Originality/value: The classification of online services has received very limited research attention; yet, online services represent a rapidly growing area. The model presented in this paper provides a foundation for the further study and research of online services.