Verma, RohitIqbal, ZafarPlaschka, Gerhard2020-09-122020-09-122004-07-014840454https://hdl.handle.net/1813/71517Despite 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.en-USRequired Publisher Statement: © California Management Review. Reprinted with permission. All rights reserved.e-servicescustomer choicefinancial servicesarticle