Abstract
Internet has become one of the strongest components of commerce. The number of online customers continues to rise day to day and satisfying them is a vital issue in order for online companies to survive. Customer experience is important in e-commerce as well as in traditional commerce. Online customer experience is a unique subject that should be analyzed for gaining sustainable competitive advantage in e-commerce, since there are more intangible elements for online retailers than brick and mortar retailers. The main aim of this chapter is to identify the formation of online customer experience and to show the importance of online customer experience. If online customer experience is created by online retailer, customer satisfaction and loyalty can be developed later. For such reasons, factors that affect online customer experience and designing a Website for creating online customer experience are discussed in this chapter.
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