... to better adapt their strategies to the different market segments with a view to providing customers with better quality service and enhancing their experience. Originality/value The study presents the first live chat service classification to detail user profiles and examine differences at the before...

... Classification Segmentation Online banking services Canada The service sector, specifically the banking industry, is constantly evolving; customers are increasingly unpredictable and service delivery is transforming. In fact, electronic commerce and the internet have brought radical changes...