Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context

Abstract

Customer interactions with an organization's website create opportunities for positive experiences that can lead to long-term relationship building. The range of potential interactions is now quite diverse, including product information search, purchase transaction and/or service delivery. The domain of customer experience (CE) is well developed in the face-to-face context, but little attention has been paid to exploring the concept in the online context. The purpose of this paper is to provide a review of the online consumer literature in order to inform understanding of the antecedents and consequences of online customer experience (OCE) in the purchase context. The paper offers four important contributions for both academics and practitioners. First, it adds to understanding of OCE in the purchase context and, second, specifically recognizes and discusses the antecedents of OCE by drawing on existing literature relating to online consumer purchase. Third, it proposes the potential consequences of OCE and provides a framework for future testing. Finally, the paper addresses a problem of relevance to both academics and practitioners, and proposes future research and managerial implications.

Fluxo online e e-satisfação em processos de compra de alto envolvimento

“…In turn, the relationship between e-satisfaction and reliability is supported by the studies of Rose et al (2011), who found that websites that are associated with greater confidence tend to reduce the perception of risk associated with e-commerce and elicit favorable attitudes from consumers, increasing satisfaction. Therefore, as greater the confidence in the retail brand, lower is the cognitive dissonance or discomfort of the individual after placing the purchase order, which tends to positively influence the online satisfaction (Rose et al, 2011;Fasanghari and Roudsari, 2008;Schaupp and Belanger, 2005).…”

“…Lee and Kozar (2006) argue that the brand reputation of a retailer is a factor of attraction, retention, and customer satisfaction. Brands arouse greater consumer confidence, reduce the perception of risk associated with e-commerce, and increase online satisfaction (Rose et al, 2011).…”

Experiência em website de marca-país e a formação da imagem de destino turístico: um estudo na Islândia

“…Esse fato, aliado aos detalhes apresentados acima, permite concluir que a experiência geral com o website oficial da Islândia foi considerada positiva pelos sujeitos da pesquisa. Esse resultado vai ao encontro do que é destacado na literatura por Rose et al (2011), que propõe um modelo onde os gestores precisam estar cientes de que, desempenho funcional de um site é importante, mas também é essencial compreender o estado vivencial e as respostas dos clientes susceptíveis de serem geradas pelo website. E essa resposta se dá somente a partir da experiência online.…”

Towards User-Centric Cross-Site Personalisation

“…Terms can either be retrieved directly from the interfacing Website (e.g. though an existing taxonomy or folksonomy) or through term extraction tools such as Yahoo JQL table 1 . In a second stage the extracted terms can be used to receive related terms through external knowledge services such as WordNet 2 or openCalais 3 .…”

“…It can be argued that the main reason for this shortcoming is the need for Website owners to encourage users to remain within their Website as long as possible. The expected outcome of a prolonged user visit is an increase in revenue either during the visit or in future visits [1]. The user on the other hand benefits from Website specific personalisation by receiving personalised recommendations, such as purchase related items, that may be of interest to the user.…”