Abstract

Abstract In recent years, with the remarkable growth of the global digital market, specialists took a new direction of focus in the field of marketing, considering customer experience an important differentiator in today’s digital landscape. In an online setting, in contrast to traditional marketing, the dimensions of customer experience include informativeness, entertainment, social presence and sensory, elements that create customer value. The experience is an increasingly significant component in defining the success of an online company, becoming a source of competitive advantage for any e-business. Yet, to accomplish these favorable results, a business needs to focus on customer loyalty, a concept that is understood from a relational perspective as the consumer’s preferences to sustain a stable relationship with the brand, fact that involves consistent visits of the site, and in consequence, repeat purchases. The research presented in this paper is based on the literature review. Subsequently, a conceptual model was proposed as the intersection of the online customer experience dimensions with the concept of customer loyalty, which, in turn, includes consumer’s attitudes and behaviors toward an online business. The purpose of this study is twofold: (1) to offer an outline of opportunities to use customer experience for increasing customer loyalty and (2) to provide managerial implications and guides future research opportunities to empirically measure the impact of online customer experience components on customer loyalty.

Highlights

  • The Internet’s phenomenal growth emerges “as both a distribution and communication channel” changing the lives of modern society (Beig & Khan, 2018), offering a new suitable platform for a range of businesses to trade products and services

  • For a better understanding of the relationship between online customer experience and customer loyalty, we developed a research model

  • This study aimed to create a framework of customer value creation based on online experience and its relationship with customer loyalty, contributing to the online customer experience literature, especially in enhancing customer loyalty

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Summary

Introduction

The Internet’s phenomenal growth emerges “as both a distribution and communication channel” changing the lives of modern society (Beig & Khan, 2018), offering a new suitable platform for a range of businesses to trade products and services. Digitalization has offered new opportunities for online customers to interact with an e-business (Rose et al, 2011), on platforms such as a business website or social communication channels like Facebook, Youtube, and Instagram. The emergence of digital marketing has been determined by the virtual space and all the opportunities for direct communication between a company and its consumers. In the setting of online purchases, online customer experience becomes the main strategy for practitioners (Rose et al, 2011), while implementing an evolving marketing concept. Since the marketing practices are highly suggested to be shaped by the preferences of consumers, innovative digital technologies that provide personalized experiences to consumers should be implemented (Gentile et al, 2007; Parise et al, 2016)

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