Determinants Of Customer Experience Research Articles

The Effect of Artificial Intelligence and Gamification on Online Purchase Intention Mediated by Customer Experience: Study on Indonesian Marketplace Users

Objectives: This study aims to analyze the effect of Artificial intelligence and gamification on online purchase intention, as well as the role of customer experience as a variable that mediates the effect of artificial intelligence and gamification on online purchase intention. The marketing approach in today's era tends to lean towards digital personalization using Artificial intelligence and gamification to improve customer engagement and experience. This is ongoing with the fast rate at which technology has been expanding. The development of artificial intelligence has increased consumer happiness even more, making it even more crucial in the contemporary environment. Also, Gamification has clearly been identified as a method of influencing consumer behavior. The use of game design elements in non-game contexts is known as gamification. Gamification and persuasive technologies have been used for business purposes and to influence customer behavior.Methodology: The method used in this study is a quantitative method using survey research with marketplace users in Indonesia as the object of the research. Data collection which was used is the cross-sectional method by distributing online questionnaires from Google Forms. The research sample was selected using the purposive sampling method in order to obtain 272 respondents from various users (Tokopedia, Shopee, Lazada, Blibli, and Bukalapak users). The data analysis that is used is the path analysis Structural Equation Model (SEM) by SmartPLS 3.0 software. The first stage in data analysis is to recapitulate data on the characteristics of the respondents. The next step is to measure the validity and reliability using discriminant validity, convergent validity, composite reliability, and Cronbach's alpha. Then, to test the inner model, a Goodness of Fit test was carried out through R-Square and significance testing by interpreting path analysis values, T-values, and P-Values.Finding: In this research conducted on marketplace users in Indonesia, it was found that Artificial Intelligence and Gamification are determinants of Customer Experience but these two variables cannot directly support Online Purchase Intention. Further findings indicate that Customer Experience can be an important determining factor for Online Purchase Intention. Customer experience can strengthen the online purchase intention among marketplace users.Conclusion: The result of this study shows that Artificial intelligence and gamification cannot affect online purchase intention directly but artificial intelligence and gamification can affect online purchase intention indirectly through customer experience

Determinants of customer experience, satisfaction and willingness to purchase from virtual tour of a retail store

Determinants of customer experience, satisfaction and willingness to purchase from virtual tour of a retail store

Determinants of customer experience, satisfaction and willingness to purchase from virtual tour of a retail store

Determinants of customer experience, satisfaction and willingness to purchase from virtual tour of a retail store

Developing a model of online shopping experience in mobile retailers: an empirical investigation

Due to the COVID-19 pandemic, consumers are increasingly spending more time on smartphones than any other device. Due to the widespread emergence of mobile retailers, the customer's online shopping experience has become crucial. The present study aimed to investigate the effect of customer personality and mobile skills on the online shopping experience in mobile retailers with a mediating role of perceived usefulness and enjoyment. The study was applied in terms of purpose and had a quantitative approach. It was also descriptive-analytical and correlational. According to the research results, mobile skills, perceived usefulness, and enjoyment, positively and significantly affect the online shopping experience. The study's main contribution is to examine the role of customer personality traits and mobile skills on customer experience through the mediating role of perceived usefulness and enjoyment in the mobile retailing context. It provides new insight into determinants of customer experience in mobile retailers.

Gamification and customer experience: the mediating role of brand engagement in online grocery retailing

Purpose In recent years, the concept of gamification is one of the fastest-growing trends in the field of marketing to persuade, motivate and manipulate customer behavior. The application of gamification has become a priority for marketers as a new way of exploiting customers. Despite the increasing use of gamification mechanisms in marketing activities, there remain limitations. Although there is extensive literature in the field of customer experience and gamification, few studies have empirically examined how gamification influences customer experience by considering the mediating role of brand engagement in the online retailing context. Design/methodology/approach To obtain this aim, a cross-sectional survey was used. The statistical population was customers of online grocery retailers. The convenience sampling technique was used as a sampling technique. Out of 402 received questionnaires, 384 were selected for analysis. Structural equation modeling approach was applied to test the research hypotheses using AMOS 24 and SPSS 22 software. Findings The results indicated that all research hypotheses were supported. Gamification has a significant and positive impact on customer experience, gamification has a positive and significant effect on user customer brand engagement and customer brand engagement has a positive and significant impact on customer experience. Also, it revealed that customer brand engagement mediates between gamification and customer experience. Originality/value A review of the digital marketing literature reveals that there are few empirical studies, which adequately examined significant effective factors of customer experience in online grocery retailing; despite, the majority of researchers consider customer experience as the most important concept in digital marketing. The main contribution of this study is to examine the role of gamification on customer experience through the mediating role of customer engagement in the online grocery context. It adds value to the digital marketing and online retailing literature by providing new insight about determinants of customer experience in online grocery.

Determinants of customer experience in e-services: the case of online universities

Purpose – The study analyzes the key drivers of consumer experience in e-services, with the particular goal of defining and quantifying the influence of website quality and university brand assessments on the experience of consumers who are students of a virtual university . Theoretical framework – To carry out the research we analyzed website quality , brand , and customer experience Design/methodology/approach – We carried out a statistical analysis using structural equation modeling of web-based questionnaires collected from 306 postgraduate students of a virtual university . Findings – Our research reveals that the university’s brand is the most influential factor. In contrast, the influence exerted by the web environment is lower. Of the three website dimensions, the quality of the system exerts the greatest influence, followed by relationship quality, which is moderated by the role of university staff. Research, p ractical , and s ocial implications – We propose that the quality of a virtual classroom (quality of the system, quality of information, and service quality), together with students ' individual assessments of the brand, determine the students ' experience as consumers of this service. The brand assessment is the most important factor.

New Perspectives on Customer Relationships: How Relational Models Influence Customer Experience and How They Are Activated

Much research has been conducted into the determinants of customer experience. However, these studies do not include relationship norms as a possible determinant of customer experience. Nevertheless, there are strong indications that the relationship norms used by a customer are an important factor in customer behavior and customer experience. The purpose of this paper is to investigate the influence of relational models on customer experience and to explain possible differences in presence of relational models. This paper describes the results of two studies. The first study focuses on the effects of relational models on customer experience. This first study shows that the type of relationship has a strong influence on customer experience in terms of consumption emotions, customer satisfaction, and recommendation intention. Knowing that differences in the presence of relational models have a strong influence on customer experience, a second study focuses on finding a possible explanation for the differences in the presence of relational models. We hypothesize that differences in the presence of relational models can be explained by how organizations approach their customers and how customers perceive the organization. Especially, the perceived organizational involvement and freedom of choice as perceived by the customer play an important role. The second study, therefore, focuses on the influence of perceived organizational involvement and freedom of choice on relational models. The study shows that organizational involvement and freedom of choice have a significant impact on the activation of relational models. The findings are interesting for organizations that want to improve customer experience.

A study on customer experience in E-Tailing and retailing

The purpose of this paper is to explore the relationships between the various determinants and customer experience in the retail and e-tail markets which is widely seen in the Indian market place. A survey of 100 respondents was carried out with the help of a questionnaire. Descriptive (frequency and percentage) and cross tabulation chi-square statistical techniques were used to check the hypothesis and to analyse the data. Shopping atmosphere of the hyper market and quality of the service of the hyper market are considered to be the most significant predictor for the hyper market. Choice of variety, price and the accessibility factors are the major determinants and attracting factors of the online shopping. The results included in this research about the demographic variables and the determinants of customer experience are focused on hyper and retail markets respectively. This paper provides retailers with specific knowledge of the determinants that the customer considers being most important and significant contributor to an enhanced customer experience. It is suggested that the retailers take note of the significant predictors while developing retail format strategies. It also identifies the demographic characteristics of these customers. Understanding the customer and the key determinants of his experience are critical to the retailer in order to withstand the competition in the Indian market. This paper is original because only few studies of this nature have been attempted in Indian context. This descriptive study makes use of demographics and determinants which contribute to a superior customer experience for the retail and e-tail markets.

The Application of Customer Experience Management in Agriculture Bank of Iran

This article examined the role of customer experience management as a new method in understanding the customer satisfaction. This descriptive-analytic survey made use of library and documentary methods in order to examine the customer experience management in banks. Then, the determinants of customer experience and its role in customer loyalty was investigated. The conceptual model of this study indicated that there was a significant relationship between components of customer experience management (functional, humanic and mechanic components) and customer loyalty. Once such a useful link is established, one may argue that it will be easier to win the customers back to the bank and achieve the bank profitability. In sum, it can be stated that customer experience management provides some new features and platforms for economic firms so that they may maintain their customers and win their loyalty.

Moderating Effects of Location on the Determinants of Customer Experience for Supermarkets

Moderating Effects of Location on the Determinants of Customer Experience for Supermarkets

Determinants of Customer Experience and Resulting Satisfaction and Revisit Intentions: PLS-SEM Approach towards Malaysian Resort Hotels

Abstract: This study aims to assess physical and social environments as determinants of customer experiences with regard to guest satisfaction and intentions to revisit Malaysian resort hotels. It examines a research framework constituting physical and social environment and analyses the results of the survey to test the hypotheses. Questionnaires were distributed to customers of resort hotels at Langkawi, Malaysia that were selected using convenience sampling. The data collected were analysed using partial least squares based structural equation modelling (PLS-SEM). The findings reveal that physical and social environments are good predictors of customer satisfaction and revisit intentions. The results also indicate that customer satisfaction contribute positively to revisit intentions. The implications and limitations of the study are also discussed.