Yes / Purpose The purpose of this paper is to develop and test a new conceptual model in an online service context. The model focuses on an important, yet often neglected customer-oriented construct, i.e., user “control”, which is embedded in consumer behaviour when accessing the internet. The study examines the relationship between control, online dependency, online encounter satisfaction and overall satisfaction. It explains the strategic implications surrounding customer control and online dependency as means for enhancing customer satisfaction. Design/methodology/approach A questionnaire was developed drawing on a combination of existing and new measurement items for the constructs in question. The instrument was later pilot tested on two consecutive occasions ahead of the main survey. A random sample of Hong Kong banking consumers was approached and interviews were undertaken via telephone. The data were analysed via confirmatory factor analysis and structural equation modelling was used to test the hypotheses relating to the model. Findings The findings reveal positive relationships between control and online dependency, and control and online encounter satisfaction. Meanwhile control, online dependency and online encounter satisfaction lead to overall satisfaction. Originality/value This study proposes a counterintuitive argument that while online service customers gain control of the online service process, they become more dependent on it, and their control and dependency also lead to their satisfaction, at both the online service encounter level and corporate level. Drawing on the pertinent literature, this is the first study to examine the importance of two information system constructs, i.e., control and online dependency, as predictors of consumer psychological fulfilment, i.e., satisfaction. The findings confirm that control as an initiator and driver of customer satisfaction in an online context, and online encounter satisfaction, further contributes to overall satisfaction at the corporate level.

Arab countries strive toward the modernization and feminization of the Arab culture; however, some of these countries (i.e., Saudi Arabia) are culturally and legally governed by "sharia law", and have maintained cultural norms regarding segregation of the sexes. In order to have a better understanding of the Arab travelers to the U.S., this research focuses on the gender dynamics between the service providers and Arab customers during a service encounter. Specifically, this research examines how the same and opposite genders of service-provider and customer influence Arab customers’ emotional response (comfort), consequently their service encounter evaluation (satisfaction), and behavioral intentions (feedback willingness). This research also examines how the employees’ efforts to solicit feedback from Arab customers may intensify the effect of gender dynamics on Arab customers’ responses. Scenario-based online surveys are created and distributed to respondents of Arab descent in Saudi Arabia, Bahrain, and United Arab Emirates by using snowball sampling. The results based on 326 respondents show potential differences determined by gender interaction. Arab customers were more comfortable, more satisfied with the service encounter, and more willing to provide feedback, if the employee was the same gender as the customer, as opposed to the employee being the opposite gender from the customer. However, results showed that employee efforts to solicit feedback did not intensify the gender interaction effect. Additionally, through the service encounter, the Arab customers’ comfort influenced their service encounter satisfaction and their willingness to provide feedback. The findings of this research provide valuable implications for hospitality managers to better cater to the needs of Arab customers by examining the dimensions of gender boundaries in an intercultural service encounter.