Despite extensive focus on e-services by scholars, many questions related to understanding the market drivers of customer choices in e-services remain unexplored. Therefore, building on past research and recognizing the need to systematically assess the relative importance of various choice drivers, we developed a framework for developing effective e-financial service offerings and conducted an empirical study of customers in the United States. Our single industry-focus is in keeping with similar industry-specific research in e-services.
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