Creating the right customer experience online: The influence of culture

Abstract

The effective role of experiential marketing in the differentiation of brands has been documented in both traditional and online services. The digital context of e-retailing makes it both a suitable platform for experiential consumption and an easily accessible shopping method across cultures. In spite of this, investigation of the impacts of cultural differences on the desire for experiential benefits has been very limited in the e-retailing literature. Using Hofstede's (2001) cultural dimensions, this article studies how two student samples of North American and Chinese customers react differently to the experiential values offered on the websites of e-retailing services. The findings support our hypotheses and suggest that offering experiential values on a company's website is more influential for North American than for Chinese customers. More specifically, the influences of experiential values on site involvement and customers' patronage intentions are stronger for North Americans than for Chinese visitors. On the other hand, the impacts of site involvement on site attitudes and the influence of site attitudes on patronage intentions are stronger for Chinese compared with North American customers.

Developing a Mobile Applications Customer Experience Model (MACE)- Implications for Retailers

“…Our findings are in line with the theoretical foundations of the Expectancy Confirmation Model with Information Technology (ECM-IT) (Bhattacherjee, 2001) in which utilitarian factors influence a customer's satisfaction with a technological system. Lastly, in support of H7 and in line with previous work within the ecommerce environment on re-visit intention (Shobeiri et al, 2015;Verhoef et al, 2009) the results of this research outline that a positive customer experience increases how frequent customers use a retailer's mobile application. However, despite the support of the research hypotheses, further analysis finds that gender and smartphone screen-size play a moderating role on the variables that influence the experience with mobile applications.…”

“…Lastly, in line with previous studies by Shobeiri et al (2015) and Verhoef et al (2009), research within the e-commerce environment highlights that an effective customer experience can result in increased re-visit intention, thus in a mobile app context we hypothesise: H7: The overall customer experience will have an effect on how frequent customers use retailers' mobile applications.…”

“…Satisfaction, trust, re-visit intention, re-purchase intention and loyalty have all been outlined as outcomes of a positive customer experience (Shobeiri et al, 2015;Verhoef et al, 2009).…”

The Nature of Customer Experience and its Determinants in the Retail Context: Literature Review

“…The literature also acknowledges that the CX-construct can include the service CX [32][33][34][35], the product and sensorial CX [21,22,24,34,35], CX in the context of price or promotions [34], as well as a compelling or involving experience [26]. The literature further reflects on an aesthetic perspective [32,33], the in-shop environment, the atmosphere, the product presentation [22,34], and the retailer's reputation [34].…”

Alışveriş Merkezlerinde Deneyimsel Değer: Tanımı, Boyutları ve Ölçümü

“…Burada bahsi geçen deneyimler tüketim sırasında ürünler veya hizmetler aracılığı ile yaşananlar, gözlemlenenlerdir ve duyusal, duygusal, bilişsel davranışsal, ilişkisel değer yaratarak ürün ve hizmetlerin sağladığı fonksiyonel değerin ötesine geçilmesini sağlamaktadır (Schmitt, [1944] 1999). Markalar ve işletmeler geleneksel ürün ve hizmetlerine deneyimsel faydalar ekleyerek bunlar ile zevkli, hoşa giden ve unutulmaz tüketim deneyimlerinin ortaya çıkmasını sağlamaya çabalamaktadır (Pine ve Gilmore, 1998;Shobeiri, Mazaheri ve Laroche, 2018).…”