The measurement of online self-service quality has become increasingly crucial as firms deliver an expanding array of services through their Web sites. Substantial research examines online services using salient scales primarily developed for personnel-orchestrated, face-to-face 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...