Technology is changing the way customers and companies interact. How consumer purchasing behavior is affected by the use of technologies which enable them to purchase independently of direct service employee contact - i.e., by shopping via a technological interface rather than in a...

The main aim of this paper focuses on examining the effect of website quality, product assortment, customer reviews, and perceived service quality on customer happiness and word of mouth. The data for this research was gathered from online shoppers of retail stores in United Arab Emirates. Data...