Computer-Mediated Customization Tendency (CMCT) and the Adaptive e-Service Experience

Mathwick, Charla; Wagner, Janet; Unni, Ramaprasad

doi:10.1016/j.jretai.2009.11.001

Cited by 64 publications

(38 citation statements)

References 42 publications

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“…While some studies emphasize the importance of personalizing every touchpoint (Mathwick et al . ; Surprenant and Solomon ), others identify employee–customer interactions as a means for this personalization. Scholars argue that employee responses can both positively and negatively affect how consumers perceive a touchpoint with a firm (e.g.…”

Section: Organizational Perspective On Cementioning

confidence: 99%

The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda

Kranzbühler

Kleijnen

Morgan

et al. 2017

Int J Management Reviews

268

252

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Over the last three decades, customer experience (CE) has developed from a burgeoning concept to a widely recognized phenomenon in terms of both research and practice. To account for the complexity of consumption decisions, the CE literature encompasses both the rational information processing approach to consumer decision-making and the experiential approach, which includes emotions, feelings and sub-consciousness. The authors classify and examine CE research on two levels. Studies on static CE analyze experiences during touchpoints at one point in time, while studies on dynamic CE assess how experiences evolve over time. Furthermore, both static and dynamic CE research take place from two distinct theoretical perspectives: the organization and the consumer. As both theoretical perspectives essentially deal with the same phenomenonthe organizational perspective with the creation of CEs and the consumer perspective with the perception of customer experiences -there is potential for a productive symbiosis between them. The authors propose that connecting insights from both perspectives can contribute to a better understanding of what constitutes a CE for consumers and how firms can effectively manage it. First, the authors discuss the development of CE and argue that it has evolved into a broad and fragmented 'umbrella construct'. Second, after distinguishing and defining static and dynamic CE, they systematically evaluate the state of knowledge in both the organizational and consumer perspectives. Finally, they develop an agenda for future research that integrates the consumer perspective into organizational CE research. IntroductionCompetitive advantage is the focus for much management and organizational research. Yet the bases of differential advantage between competitors are often marginal, subject to change, and open to imitation (D'Aveni et al. 2010;McGrath 2013). This is largely attributable to the growing commoditization of goodsThe authors are grateful for comments provided by Tim Edwards on an earlier draft of this paper. and services (D'Aveni et al. 2010;Pine and Gilmore 1998). In seeking to explain emerging sources of competitive advantage, customer experience (CE) has been identified as a compelling antecedent. Increasingly, scholars argue that firms' differential advantage is derived from CE (Pine and Gilmore 1998; Verhoef et al. 2009). Both practitioners and scholars agree that a favorable CE positively affects marketingrelevant outcomes such as customer satisfaction, loyalty and word-of-mouth behavior (e.g. Mascarenhas et al. 2006;Pullman and Gross 2004). Despite this consensus, the CE phenomenon is limited by a lackThis is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made. of conceptual clarity, explained by a diverse set of theories, and founded upon divergent empirical concl...

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Section: Organizational Perspective On Cementioning

confidence: 99%

The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda

Kranzbühler

Kleijnen

Morgan

et al. 2017

Int J Management Reviews

268

252

View full text Add to dashboard Cite

show abstract

“…Cultural effects on consumer behavior Ha, Muthaly & Akavami (2010); Steenkamp & Geyskens (2006); ; Singh et al (2008) Privacy Aguirre et al (2015); Awad & Krishnan (2006); Chellappa & Shivendu (2007); Koch & Möslein (2005); Lee, Ahn & Bang (2011); Li & Unger (2012); Tucker (2014); ; Zhao, Lu & Gupta (2012) Customer experience Rose et al (2012); Verhagen, van Nes, Feldberg & van Dolen (2014) Customer preferences Chen et al (2010); Devaraj, Fan & Kohli (2006); Mathwick, Wagner & Unni (2010); Brand image Da Silva & Alwi (2008) Customer trust Aguirre et al (2015); Chau et al (2013); Hong & Kim (2012); Komiak & Benbasat (2006); ; Martín-Vicente et al (2012); Mukherjee & Nath (2007) Customer satisfaction Devaraj, Fan & Kohli (2006)…”

Section: Appendicesmentioning

confidence: 99%

Web personalization: The state of the art and future avenues for research and practice

Salonen

Karjaluoto

2016

Telematics and Informatics

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“…More broadly, the crucial role of dominance in e-shopping contexts can be supported by the findings of the previous research on virtual contexts which have emphasized the crucial motivation of control to initiate and participate in various virtual communications and activities (e.g., Hoffman & Novak, 2009;Klein, 2003;Mathwick et al, 2010). This study's support for the finding of the important role of dominance in the e-social dynamics is suggested in the marketing literature of the online experience, where consumers' control motivation is indicated as being critical to their responses to web-based activities (Mathwick et al, 2010;Novak et al, 2000;Sheridan, 1992). For instance, Sheridan (1992) and Novak et al (2000) indicate that a high-level sense of control is an essential determinant of active performances in web activities and their positive influence.…”

Section: Discussionmentioning

confidence: 72%

“…This contributes to expanding the extant literature of on-site emotions in e-shopping contexts that has emphasized mostly the importance of pleasure and arousal only, but not that of dominance (e.g., Mummalaneni, 2005). More broadly, the crucial role of dominance in e-shopping contexts can be supported by the findings of the previous research on virtual contexts which have emphasized the crucial motivation of control to initiate and participate in various virtual communications and activities (e.g., Hoffman & Novak, 2009;Klein, 2003;Mathwick et al, 2010). This study's support for the finding of the important role of dominance in the e-social dynamics is suggested in the marketing literature of the online experience, where consumers' control motivation is indicated as being critical to their responses to web-based activities (Mathwick et al, 2010;Novak et al, 2000;Sheridan, 1992).…”

Section: Discussionmentioning

confidence: 91%

“…Studies on e-commerce have suggested that positive affective states elicited by a rich e-store environment play an important role in improving customers' purchase and revisit intentions. Mathwick et al (2010) reported that Internet-based affective states are positively associated with retail patronage intentions. Fiore et al (2005) and Lee et al (2010) reported positive emotional states from virtual apparel e-shopping is positively related to the participants' intention to patronize the Website.…”

Section: Purchase Intentionmentioning

confidence: 99%

See 1 more Smart Citation

Social Cues, E-Social Ambience, and Emotions in Web-Based Fashion Retailing: A Case of U.S. Shoppers

Lee¹

2012

Journal of the Korean Society of Clothing and Textiles

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In-store atmospherics involve quantified physical and social aspects; however, the social quality of a webbased retailing context has largely been under-examined. This study addressed some antecedents and consequences of social ambience in virtual shopping (or e-social ambience) within a web-based U.S. retailing fashion context. This study explored the role of social cues as a viable antecedent to e-social ambience and emotions as its consequence. A conceptual framework was built postulating the effect of social cue for web content, on e-social ambience, emotions, and e-shopping enjoyment. The experimental results (n=488) on a fictitious retail T-shirt website confirmed the positive correlation among the variables; in addition, the level of social cues included within the web content significantly increased the level of customer-perceived e-social ambience of the website and subsequent positive on-site emotions. On-site emotions positively influence purchase intentions. The results expand the current understanding of e-store management by providing novel insight relevant to fashion companies that wish to provide customers with a quality website shopping experience.

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Computer-Mediated Customization Tendency (CMCT) and the Adaptive e-Service Experience

Cited by 64 publications

References 42 publications

The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda

The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda

Web personalization: The state of the art and future avenues for research and practice

Social Cues, E-Social Ambience, and Emotions in Web-Based Fashion Retailing: A Case of U.S. Shoppers

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