Clues, Flow Channels, and Cognitive States: An Exploratory Study of Customer Experiences with e-Brokerage Services

The service literature is replete with claims on the importance of experience design to operational efficiency and customer loyalty, yet it is unclear when, where, and how flow experience is formulated in service systems. Drawing upon relevant research in flow theory and consumer behavior, this study empirically tests a proposed framework and relevant hypotheses with the survey responses collected from 707 online investors. In support of the model and most of the hypotheses it suggests, the empirical results suggest the important antecedents and consequence of flow channel in e-brokerage services and confirms the viability of the extended dual-layer experience construct to investigate customer experiences. The findings indicate that service designers should closely examine the intended service offerings and customize corresponding service/product features to maximize customers' flow experience. [<i>Service Science</i>, ISSN 2164-3962 (print), ISSN 2164-3970 (online), was published by Services Science Global (SSG) from 2009 to 2011 as issues under ISBN 978-1-4276-2090-3.]