Investigating the Drivers, Measures and Consequences of Customer Online Social Experience
This research plays a pioneering role in investigating the social aspect of online customer experience. Guided by the social presence and social response theory, and using a mixed methods approach, the research introduces customer online social experience (COSE) in the extant literature by defining...
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| Format: | Thesis |
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Curtin University
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/68386 |
| Summary: | This research plays a pioneering role in investigating the social aspect of online customer experience. Guided by the social presence and social response theory, and using a mixed methods approach, the research introduces customer online social experience (COSE) in the extant literature by defining the concept, identifying its dimensions, drivers and developing its measures. It also develops a scale for measuring omni-channel management (OCM) and reveals that OCM drives COSE, which eventually influences customer behaviour. |
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