Adopting an Omnichannel Approach to Improve User Experience in Online Enrolment at an E-learning University

Rebaque-Rivas, Pablo; Gil-Rodríguez, Eva Patrícia

doi:10.1007/978-3-030-23525-3_15

Cited by 5 publications

(4 citation statements)

References 13 publications

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“…Four publications focus on banking, insurance and other financial services [22,[31][32][33]. Two papers explore tourism, travel and airline industries [34,35], while others focus on education [36] or catering [9]. Only 4% (2/50) of the papers came from the industrial and manufacturing sector, which is related to the B2B context we mentioned previously.…”

Section: What Is the General State Of The Omnichannel CX Research Field?mentioning

confidence: 99%

“…Furthermore, Komulainen and Makkonen [31] identified the key factors of the omnichannel CX with banking services based on positive actual experiences, negative actual experiences, positive imaginary experiences and negative imaginary experiences. Similarly, in a case study looking to understand the improvement of the user experience (UX) in an online university enrolment process, authors concluded that channel coordination, greater availability and a wide range of channels, personalization, adaptation of channel content based on the customer journey stage, as well as the ability to choose the channel that best fits prospective students needs, are the main factors of the UX [36]. Finally, in a recently published study, omnichannel CX was found to have five dimensions: connectivity, integration, consistency, flexibility and personalization [58].…”

Section: Omnichannel CX Construct Streammentioning

confidence: 99%

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Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda

2021

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In a highly competitive landscape, adopting an omnichannel approach might lead to a market advantage in terms of acquiring and retaining customers, as well as a means to ensure business sustainability. Omnichannel organizations situate the customer at the core of their interaction. However, research on omnichannel customer experience (CX) is still fragmented. In this paper, by adopting an integrative approach, we aim to articulate the empirical evidence around omnichannel CX and its management. Moreover, we show how research around omnichannel CX emerged from different theoretical perspectives and disciplines such as marketing, sociology and computer science. Towards this goal, we conducted a systematic literature review—with in depth analysis of 50 papers—and identified that omnichannel CX literature has engaged a number of research streams from various theoretical perspectives. Based on the research gaps, we propose an agenda for future research including topics such as (1) understanding the customer lifecycle in an omnichannel context; (2) integrating new touchpoints and channels; (3) predicting the omnichannel customer behavior; and (4) approaching omnichannel CX in service-based organizations. We conclude that adopting an omnichannel CX management approach requires the entire organization to be customer-centric while articulating interdisciplinary teams. Available studies on omnichannel CX provide the foundations for extending the knowledge on this topic and developing tools for practitioners to use in the omnichannel management assessment, operationalization, and measurement.

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Section: What Is the General State Of The Omnichannel CX Research Field?mentioning

confidence: 99%

Section: Omnichannel CX Construct Streammentioning

confidence: 99%

Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda

2021

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“…Customers associate their interactions not with channels but the brand (Piotrowicz & Cuthbertson, 2014). As customers are fragmented in terms of channel preference and may utilise multiple channels throughout their customer journey, companies feel impelled to diversify their channel portfolio and adopt an omnichannel strategy to interact with their customers (Beck & Rygl, 2015;Kozlenkova, Hult, Lund, Mena, & Kekec, 2015;Rebaque-Rivas & Gil-Rodríguez, 2019). Previous studies also showed positive revenue growth when companies invested in cross-channel integration (Avery, Steenburgh, Deighton, & Caravella, 2012;Cao & Li, 2015;Pauwels & Neslin, 2015).…”

Section: Introductionmentioning

confidence: 99%

A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing

Tueanrat

Papagiannidis

Alamanos

2021

Journal of Retailing and Consumer Services

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“…The customer journey or customer journey "is essentially a tool that determines the stages and experiences a customer goes through during the service or purchase process." [18]. In a customer journey analysis, companies focus on how customers interact with multiple touch points, moving from consideration, search and purchase to subsequent purchase, consumption and future engagement or repurchase [19].…”

Section: Customer Experiencementioning

confidence: 99%

Factors that Determine Customer Experience: The Case of Digital Banking Services in Honduras

Andino

2022

IJIMES

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The purpose of this research is to analyze the determinants of customer experience of digital banking services and its impact on customer satisfaction, loyalty and net promoter score. Methodology: A measurement scale with 37 items was applied to a sample of 734 customers. For the analysis of the results, multivariate techniques such as: correlation analysis, structural equation modeling and 1-factor ANOVA were used to test the research hypotheses Findings: There is a positive relationship between customer experience, satisfaction and loyalty, but these relationships do not support the net promoter score. Originality/Value: Customer experience is critical for companies to extend their life cycle and thereby maximize their revenue and competitiveness in the marketplace. A poor customer experience leads to negative organizational outcomes and sometimes to eminent bankruptcy.

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Adopting an Omnichannel Approach to Improve User Experience in Online Enrolment at an E-learning University

Cited by 5 publications

References 13 publications

Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda

Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda

A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing

Factors that Determine Customer Experience: The Case of Digital Banking Services in Honduras

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