Drivers and Outcomes of Online Customer Experience-A Conceptual Framework
Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company. Customer experience in the online context has received inadequate attention both from the academics and professionals, although online shopping has become pervasive. Existi...
| Main Authors: | , |
|---|---|
| Format: | Conference Paper |
| Published: |
Australian and New Zealand Academy of Marketing
2014
|
| Online Access: | http://www.anzmac.org/resources/view/ANZMAC-2014-Proceedings http://hdl.handle.net/20.500.11937/80251 |
| Summary: | Customer experience is the internal and subjective response customers have to any
direct or indirect contact with a company. Customer experience in the online context has
received inadequate attention both from the academics and professionals, although
online shopping has become pervasive. Existing sporadic literature on customer online
experience (COE) did not focus on customer experience throughout the entire purchase
process covering all the touch points. This paper aims to explore the concept of COE
and proposes a conceptual framework identifying the drivers’ corresponding to the
stages of the purchase process that may affect customers’ cognitive and affective
experiences. Further, the paper considers two outcome variables namely customer
delight and e-WOM. Customer delight has not received adequate attention in the
existing literature, although customers often feel devoted to spend time in online. Finally,
the paper highlights theoretical and managerial implications of the research followed by
the avenues for future research. |
|---|