Online Customer Experience Research Articles

The Impact of Post-Purchase Online Customer Experience on the Intention to Purchase New PB (Private Brand) Products: Focusing on the Mediating Effect of Online Platform Trust and E-Satisfaction*

The Impact of Post-Purchase Online Customer Experience on the Intention to Purchase New PB (Private Brand) Products: Focusing on the Mediating Effect of Online Platform Trust and E-Satisfaction*

Impact of product vs brand storytelling on online customer experience

PurposeIn this study, the effects are investigated of brand and product storytelling on customer assessments of perceived attitude, quality, experience, recommendation and purchase intention based on narrative transportation theory within the domain of winery e-commerce.Design/methodology/approachIn the research, two distinct constructs are introduced for brand and product storytelling, and multivariate analysis of variance is applied to analyze data collected from 391 respondents from the UK.FindingsIt is indicated in the study that embedding storytelling into elements, such as age verification screens on e-commerce sites, notably improves evaluations for both brands and products. Product storytelling broadly boosts customer appraisals in every evaluated aspect, while brand storytelling shows effectiveness in more limited cases. This suggests that narratives focused on products may have a wider appeal in enhancing the online customer experience.Originality/valueThis research underscores the strategic significance of balancing the focus between brand and product in crafting storytelling narratives for e-commerce contexts. It offers new insights into tailoring storytelling to meet individual consumer needs online, enriching the existing body of literature on storytelling’s application in digital commerce. Importantly, the study provides actionable guidance for wineries and other businesses aiming to enhance their online customer engagement through targeted narrative strategies.

Navigating on Mobile Shopping Applications: Examining the Interplay among Online Customer Experience, Customer Brand Relationships and Customer Citizenship Behavior

Online customer experience is now a crucial business component. The present study examines the association between Online Customer Experience (OCE), Customer Brand Relationships (CBR) and Customer Citizenship Behavior (CCB) in the context of mobile shopping applications (MSAs) through a survey of 410 Indian consumers of MSAs, following judgment sampling. Subsequently, CB-SEM was used. OCE’s pragmatic and affective dimension significantly impacts CBR outcomes of satisfaction, loyalty and repurchase intention toward MSAs. CBR outcomes exert different impacts on CCB components, loyalty being the most crucial predictor of these components. The findings provide strategic implications for e-retailers operating through MSAs, promoting CCB.

A study on driving factors for enhancing financial performance and customer-centricity through digital banking

PurposeThis study aims to develop a customer-centric model based on an online customer experience (OCE) construct relating to e-loyalty, e-trust and e-satisfaction, resulting in improved Net Promoter Score for Indian digital banks.Design/methodology/approachThis study used an online survey method to gather data from a sample of 485 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using partial least squares structural equation modelling to further investigate the research hypotheses.FindingsThe main factors determining digital banks’ OCE were perceived customer centrality, perceived value and perceived usability. Additionally, relevant constructs were evaluated using importance-performance map analysis.Research limitations/implicationsThis study used convenience sampling for the urban population using digital banking services; therefore, the outcome may be generalized to a limited extent. To further strengthen digital banking, it would be valuable to imitate studies in other countries.Originality/valueThere is a lack of research on digital banking and OCE in India; thus, this study will help rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between online customer satisfaction, loyalty, trust and the bottom line of financial institutions using these factors as dependent variables instead of traditional measures.

Online customer experience in Indian digital banks impacting continuous intention usage: Generation Y and Z perspective

Purpose This study aims to conceptualise a customer-centric model based on an online customer experience (OCE) construct, mediated by e-loyalty (EL) and e-trust (ET), to improve the continuous usage intention (CUI) of Indian digital banks from Generation Y and Z perspectives. Design/methodology/approach This study used an online survey method to gather data from a sample of 466 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using PLS-SEM to further study the research hypotheses. Findings The main factors that determine digital banks’ OCE are perceived enjoyment, e-service quality, information quality and e-convenience. Additionally, relevant constructs were evaluated using an importance-performance map analysis. Research limitations/implications This study used convenience sampling for the urban population using digital banking; therefore, the outcome may be generalised to a limited extent. It would be valuable to imitate studies in other countries to strengthen digital banking further. Originality/value There is a lack of research on digital banking and OCE in India; thus, this study helps rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between OCE, EL, ET and the bottom line of financial institutions, using these factors as dependent variables instead of traditional measures.

The transformation of digital strategy and value creation in omnichannel organisations: the case of the gambling industry

ABSTRACT Digital transformation strategy (DTS) involves redesigning various organisational operations to encompass digital technologies and achieve business objectives. In this study, we explored digital strategy and value creation shifts in omnichannel organisations that aimed to deliver seamless online and on-premises (dual-mode) customer experiences. Using comprehensive data on the gambling industry, we focused on the long-term effects of dynamic relationships among multiple DTS events over time. Building on digital strategy and value-creation theory, we observed and analysed organisational changes linked to technological shifts in omnichannel organisations during turbulent times and disruptions. Herein, we discuss the balance between online and on-premises service channels in terms of a DTS pathway, viewing it as a dual-mode value-creation process. By exploring this dual-mode value-creation process, we contribute to DTS theory and omnichannel operations. Furthermore, we enhance theory by unveiling the impact of shifting digital strategy perspectives on the transformation of omnichannel organisations in dynamic and disruptive business environments. We also present strategic propositions for planning and realising DTS requirements for omnichannel service providers in a broad context.

E-Commerce Adoption: The Moderating Role of Commitment between Purchase Intention and Customer Purchase Behavior

This study aims to explore how factors such as attitude, self-efficacy, subject norms, and perceived usefulness influence consumer purchase intention in the context of online shopping. Additionally, it examines the moderating role of commitment in shaping these relationships. Understanding these dynamics is crucial for businesses looking to enhance their online retail strategies and customer engagement. A quantitative approach was employed, using quantitative surveys and data was collected from 251 internet users. The study found that attitude, self-efficacy, subject norms, and perceived usefulness significantly influence online purchase intention. A positive attitude towards online shopping, higher self-efficacy in using online platforms, favorable subject norms, and perceived usefulness of online shopping platforms were all linked to increased purchase intention. Notably, commitment was observed to have a moderating effect, strengthening the relationship between these factors and purchase intention. High commitment levels enhanced the impact of positive attitudes, self-efficacy, and perceived usefulness on the likelihood of making online purchases. This research contributes to the existing literature by integrating various psychological and social factors under a unified framework to understand online consumer behavior. It highlights the importance of commitment as a moderating factor, offering new insights for online retailers. The findings provide valuable implications for developing targeted marketing strategies and improving online customer experiences, ultimately boosting online sales and customer loyalty.

Peran Customer Experience Dalam Memediasi Pengaruh Online Innovation Dan Service Quality Terhadap Repurchase Intention (Studi Pelanggan Grab Bike Di Kota Bandung)

The purpose of this study was to examine the effect of online innovation and service quality on repurchase intention mediated by the customer experience of Grab Bike customers in the city of Bandung. A total of 120 respondents who have experience using Grab Bike participated in this study. The cross-sectional or one shot method is used to obtain data. The instrument has been declared validity and reliability tests include convergent validity, discriminant validity, and composite reliability. The data analysis technique used is structural equation modeling (SEM) using SmartPLS version 3.0. Of the seven proposed research hypotheses, six are supported by empirical data. With the results of research online innovation and service quality directly and indirectly affect the repurchase intention. The results of this study are expected to provide benefits for subsequent research and the management of the assessed object or similar service industries related to the design of strategies relevant to improving the quality of these attributes. The thing that distinguishes this study from previous research is the addition of service quality as an antecedent of repurchase intention. Researchers are further advised to explore other variables that can mediate the influence of online innovation on repurchase intention. Keywords: Online Innovation, Service Quality, Customer Experience, and Repurchase Intention

Investigating the acceptance intentions of online shopping assistants in E-commerce interactions: Mediating role of trust and effects of consumer demographics

Online shopping has various advantages, such as convenience, easy access to information, a greater variety of products or services, discounts, and lower prices. However, the absence of salespeople's personalized assistance decreases the online customer experience. Business-to-consumer e-commerce companies are increasingly implementing online shopping assistants (OSAs), interactive and automated tools used to assist customers without salespeople's assistance. However, no comprehensive model of OSA acceptance in e-commerce exists, including constructs from multiple information system disciplines, sociopsychology, and information security. This study aims to fill these gaps by empirically investigating consumers' intention to accept OSAs from a functional, social, relational, and security perspective. It identifies OSA acceptance factors in e-commerce through an extensive literature review and expert opinion. A research model is proposed after identifying structural relationships among the study's variables from the literature. The study employs partial least squares-structural equation modeling (PLS-SEM) to validate the proposed model empirically. The results indicate that anthropomorphism, attitude, ease of use, enjoyment, privacy, trust, and usefulness are crucial determinants of acceptance variables. There are significant moderating effects of respondents' gender and education on OSA acceptance. The study's results have substantial implications for academia, extending and validating the Technology Acceptance Model (TAM) for OSA acceptance in e-commerce. The study will help e-commerce marketers develop optimal adoption strategies when implementing OSAs on social media platforms.

Design and Testing of an Online Customer Experience Model in Social Networks with a Mixed Approach

Objective: The aim of this study is to propose a model to determine and explain the antecedents and consequences of online customer experience in social media. Methodology: This research was conducted using a mixed-methods approach. In the qualitative section, data were collected through semi-structured interviews with 20 experts in the field of digital marketing and analyzed using content analysis and MAXQDA software. In the quantitative section, a questionnaire based on the qualitative model was distributed among 384 social media users who were customers of online stores. The quantitative data were analyzed using SPSS 24 and Smart PLS 3 software. Findings: The results showed that environmental factors, customer retention, product purchase, customer-centricity, and product significantly impacted the online customer experience, while ease-of-use did not have a significant effect. Additionally, the model developed in the qualitative section successfully explained the relationships between the variables and was deemed suitable for practical application in digital businesses. Conclusion: This study demonstrated that various factors such as environment, customer-centricity, and purchase processes play a crucial role in enhancing the online customer experience. Organizations can improve customer experience by focusing on these factors and refining their digital strategies, which in turn can increase customer satisfaction and loyalty. The findings also highlight the importance of personalized services and engagement with customers in digital platforms.

Understanding the impact of fashion app emotional attachment on consumer responses: the role of e-servicescape, customer experience and perceived value of online shopping

PurposeThe primary purpose of this study is to examine the relationship between conumers' emotional attachment towards fashion apps and positive behavioral outcomes, such as e-WoM and repurchase intention. The study also aims to explore how e-servicescape, customer experience and perceived value of online shopping influence this relationships.Design/methodology/approachThe study has used quantitative research methods to collect data from a sample of 484 consumers who had previous experience of purchasing using fashion apps. Data were collected from university students enrolled in university in Gujarat, India using an online self-administered questionnaire. The data are analyzed using structure equation modeling to determine the relationships between the variables under investigation.FindingsThe results demonstrate relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM. The study found support for hypotheses 1, 2 and 3, highlighting the influence of e-servicescape, customer experience and perceived value of online shopping in developing emotional attachment with fashion apps. The study also confirmed hypotheses 5 and 6, which suggest that consumers who have a stronger emotional attachment to fashion apps are more likely to intend to repurchase fashion products and engage in positive electronic word-of-mouth behavior for fashion brands.Originality/valueIn today's digital age, fashion apps are vital for fashion retailers to remain competitive and offer their customers a smooth and immersive shopping experience . Given the potential impact of fashion apps on the customer behavior, it is essential to investigate the relationship relationships between e-servicescape, customer experience and perceived value of online shopping, emotional attachment and the two consumer outcomes: repurchase intention and e-WoM in the context of fashion apps. The findings of the study are expected to contribute to the understanding of consumer behavior in the context of fashion apps and e-commerce more broadly. The results may also provide insights into how fashion retailers can improve their online presence and customer experiences to increase emotional attachment and positive behavioral outcomes.Practical implicationsThe results of this study have several implications for online retail managers and fashion app developers. The study provides strong support for the idea that the extent to which online customers feel emotionally attached to fashion apps is strongly related to their e-WoM and repurchase intention. Moreover, the results of the study suggest that online retailers who are looking to cultivate emotional connections with consumers through fashion apps should prioritize three key areas: e-servicescape, customer experience and perceived value of online shopping.

Analisis Peran Online Customer Review Dalam Memediasi Hubungan Online Customer Rexperience Terhadap Peningkatan Marketplace Rating

Marketplace is one of the impacts from development of e-commerce systems in the world. Marketplace are in great demand by all types of groups because they are able to increase the effectiveness and efficiency of users in shopping online. Starting from the choice of goods with various prices, brands, quality, to easy and fast transaction and shipping processes. However, along with its development, competition between marketplace companies has become increasingly stringent, causing several companies to experience a decline due to newcomers offering new experiences. This research was made with the aim of knowing the extent to which the influence of online user experience (online customer experience) in increasing marketplace ratings through online customer reviews as a mediating variable. Quantitative research method with proportional random sampling technique is the research method used for this research. Data collection was carried out by distributing questionnaires to 250 respondents consisting of students who have used the Bukalapak application from each tertiary institution in the city of Sukabumi. The data analysis technique in this study used structural equation modeling (SEM) using AMOS software version 22. The final results of the study showed that there was a positive influence from online customer reviews in mediating the relationship between online customer experience and marketplace rating. Ratings on companies can increase if they succeed in creating the best experience for users after using online shopping applications.
 Keywords: Marketplace, Marketplace Rating, Online Customer Experience, Online Review

Post-purchase online customer experience with apparel retailing: a structural equation modelling approach

ABSTRACT With the expansion of the internet and the reduction of impediments in the supply chain, online apparel retailing is expanding its reach for unserved people. This growth in the online customer base has posed challenges for e-retailers to provide a better online customer experience (OCX) in the post-purchase stage and retain them. However, in online retailing, OCX in the post-purchase stage is imperative, as the customer can experience apparel only after delivery. This study intends to examine the role of post-purchase OCX dimensions of online apparel retailing in determining customer satisfaction and repurchase intention. An online survey approach has been adopted to collect 491 valid responses from customers who are well-versed in online apparel shopping. A proposed model has been tested using confirmatory factor analysis with structural equation modelling and analysis support, which validates the hypotheses drawn. Findings imply e-commerce decision-makers scrutinise critical post-purchase touchpoints for making websites customer-driven.

Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience

PurposeThe objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information in online and offline channels and purchasing the product online).Design/methodology/approachThe problem-solving theory and experiential marketing perspective are the theoretical background that enables the establishment of five hypotheses. A survey is conducted on multiroomers who had purchased a product online, following an online and offline research journey.FindingsThe results showed that OCJD directly and indirectly (through online consumer experience) influences e-satisfaction. Females and younger individuals exhibited higher levels of e-satisfaction.Originality/valueFirst, this research analyzes consumers' multichannel search strategies. Second, the consumer journey is incorporated into the study of multichannel retailing. Third, an emergent typology of cross-channel free-riding behavior is analyzed: multirooming.

Analisis Peran Online Customer Review Dalam Memediasi Hubungan Online Customer Rexperience Terhadap Peningkatan Marketplace Rating

Marketplace is one of the impacts from development of e-commerce systems in the world. Marketplace are in great demand by all types of groups because they are able to increase the effectiveness and efficiency of users in shopping online. Starting from the choice of goods with various prices, brands, quality, to easy and fast transaction and shipping processes. However, along with its development, competition between marketplace companies has become increasingly stringent, causing several companies to experience a decline due to newcomers offering new experiences. This research was made with the aim of knowing the extent to which the influence of online user experience (online customer experience) in increasing marketplace ratings through online customer reviews as a mediating variable. Quantitative research method with proportional random sampling technique is the research method used for this research. Data collection was carried out by distributing questionnaires to 250 respondents consisting of students who have used the Bukalapak application from each tertiary institution in the city of Sukabumi. The data analysis technique in this study used structural equation modeling (SEM) using AMOS software version 22. The final results of the study showed that there was a positive influence from online customer reviews in mediating the relationship between online customer experience and marketplace rating. Ratings on companies can increase if they succeed in creating the best experience for users after using online shopping applications.
 Keywords: Marketplace, Marketplace Rating, Online Customer Experience, Online Review

A hybrid model for aspect-based sentiment analysis on customer feedback: research on the mobile commerce sector in Vietnam

Feedback and comments on mobile commerce applications are extremely useful and valuable information sources that reflect the quality of products or services to determine whether data is positive or negative and help businesses monitor brand and product sentiment in customers’ feedback and understand customers’ needs. However, the increasing number of comments makes it increasingly difficult to understand customers using manual methods. To solve this problem, this study builds a hybrid research model based on aspect mining and comment classification for aspect-based sentiment analysis (ABSA) to deeply comprehend the customer and their experiences. Based on previous classification results, we first construct a dictionary of positive and negative words in the e-commerce field. Then, the POS tagging technique is applied for word classification in Vietnamese to extract aspects of model commerce related to positive or negative words. The model is implemented with machine and deep learning methods on a corpus comprising more than 1,000,000 customer opinions collected from Vietnam's four largest mobile commerce applications. Experimental results show that the Bi-LSTM method has the highest accuracy with 92.01%; it is selected for the proposed model to analyze the viewpoint of words on real data. The findings are that the proposed hybrid model can be applied to monitor online customer experience in real time, enable administrators to make timely and accurate decisions, and improve the quality of products and services to take a competitive advantage.

Implementing SAP Hybris for E commerce Solutions in Global Enterprises

In today’s dynamic digital marketplace, global enterprises are increasingly seeking robust e-commerce solutions to enhance their online presence and customer experience. SAP Hybris has emerged as a leading platform in addressing these needs through its comprehensive, scalable, and flexible suite of tools designed for omnichannel commerce. Implementing SAP Hybris enables organizations to efficiently manage their e-commerce operations, from product content and customer interactions to order management and analytics. This paper explores the benefits and challenges of integrating SAP Hybris within global enterprises. It highlights how this platform supports businesses in adapting to evolving customer demands, delivering personalized shopping experiences, and maintaining operational agility across diverse markets. The discussion delves into the technical aspects of implementation, including the role of cloud integration, data synchronization, and multi-channel support. Additionally, the paper examines key factors to ensure a successful deployment, such as aligning business goals with technical capabilities, employee training, and continuous system optimization. By leveraging SAP Hybris, global enterprises can not only streamline their digital commerce strategies but also foster sustainable growth in an increasingly competitive e-commerce landscape. The findings suggest that while the implementation of SAP Hybris presents certain challenges, including complexity and cost, the long-term benefits significantly outweigh the initial investment, making it a strategic asset for organizations aiming to enhance their e-commerce capabilities globally.

Exploring online customer experience: A systematic literature review and research agenda

AbstractThis review aims to examine the latest research on online customer experience (OCE), which can be defined as consumer's cognitive, emotional, and behavioral response to interactions between customer and company occurring through digital channels (e.g., websites, social media, mobile apps). To achieve this, we utilized a hybrid review approach that incorporates quantitative bibliometric analysis and qualitative systematic literature review techniques. We identified publication trends, prominent authors and outlets, and the evolution of research themes based on 141 articles published since the last systematic review 11 years ago. Our framework‐based review identified frequently studied antecedents, dimensions, and outcomes of OCE, and identified new themes related to m‐commerce and augmented/virtual reality. We also identified gaps in the current literature and proposed 14 areas of future research using the TCM framework.

Engaging Business Customers Through Online Experiences in Different Cultures

Engaging customers online through effective customer experience design is critical, as practitioners and researchers agree that engaged customers contribute value to firms. However, in the multinational business-to-business context—due to its complex decision-making processes, which involve various stakeholders—global marketers face challenges in their attempts to localize (vs. standardize) the online experience across their regional websites to meet customer needs, which vary across cultures. Although standardization entails cost benefits, localization provides more culturally relevant customer experiences. Accordingly, to help global marketers solve this dilemma, this study examines how culture shapes the effectiveness of online customer experiences with regard to driving psychological and behavioral customer engagement in a business-to-business context. The study draws on survey and observed data collected from the business customers of a multinational firm who were located in 79 countries to demonstrate when global marketers should fine-tune such experiences in accordance with between-country cultural differences. The results show that different cultural factors can enhance or hamper engagement responses to cognitive and social online customer experiences and thus have actionable practical implications for prioritizing distinct localization strategies.

Digital marketing in West Bengal tourism – A case study

‘Ignoring online marketing is like opening a business but not telling anyone’. The role of digital marketing is quite essential in the business world today. Raja, a consultant for DSMM agency, is given a task to assess and audit the digital handles of the website of WBTDCL, a government agency that promotes tourism and travel in West Bengal, an eastern state of India. This case study describes the tourism background, scenario, prominent destinations of West Bengal, expectations of the client, findings of the professional team and provokes the reader on how to create a web persona for the target audience, to chart out a customer journey map, to identify the top travel and tourism influencers and to develop an online customer experience pyramid.