Customer Service in Online Sport: A Case of Virtual Run

Customer service, one of the significant factors in service quality model, was used to evaluate satisfaction of customers for many years. As suggest in previous studies, high quality of customer service led to a high customer satisfaction. In this research, however, this statement was not true due to the new concept of virtual event has been introduced during the COVID-19 pandemic. The new measurement of ‘online customer service’ had been created in this research and the new result had revealed. According to the result, online customer service did not influence customer satisfaction. This probably because runners who participated in virtual run view online customer service as communication channel for getting information or contacting with organizer. It does not directly affect their running performance. Thus, this research result was inconsistent with previous research.