Online Customer Research Articles

Interplay between online customer experience and customer citizenship behaviour towards mobile shopping applications

ABSTRACT In the service industry, embracing customers as valuable resources and stimulating their citizenship behaviours provides a competitive edge. However, there is a dearth of studies on customer citizenship behaviour (CCB) in mobile application services. This study focuses on how online customer experience (OCE), particularly in mobile shopping applications (MSAs), affects CCB. Data from 410 Indian MSA users were collected and analysed using structural equation modelling. The analysis reveals that two aspects of the customer experience – cognitive (users’ perceptions and thoughts about the app) and sensory (the app’s design and visual appeal) – strongly influence key CCB elements, such as customer advocacy, helpfulness, and tolerance. The findings emphasise the relevance of OCE in improving CCB towards MSAs. It will assist marketers in formulating effective branding strategies that drive value co-creation and long-term customer engagement.

The Impact of Digital Transformation on Customer Experience: A Study of How Firms Use Digital to Enhance CX

This pandemic harmed all economies, developed and developing, because the entire world was under lockdown. The corporate community is also experiencing instability as a result of this outcry. Numerous people have experienced job loss for a variety of causes. It was hard for the business organisations to continue because the market and all of the operations were reduced or stopped. Business organisations really needed to change their strategies because the ones they had been using to succeed were no longer workable. Lockdowns, social isolation, and other restrictions made it extremely difficult for businesses to provide customers a genuine sense of their goods or services. Businesses have been forced by COVID-19 to move their product and service promotion and advertising online. in order for them to build a solid clientele even after lockdown scenarios. For corporate companies, virtual buying and an awareness of online customer behaviour are becoming essential. Due to the competitive virtual marketplace, business businesses are prioritising these things, which is the genuine requirement of the current moment. Gradually, regular Internet development and expansion have made eCommerce a part of mainstream corporate operations.

An online review on customer satisfaction of mid-to-high-end health and wellness hotels in China

The rapid development of information technology has enabled the collection of online review data, which provides a more precise representation of hotel guest satisfaction. It is crucial to investigate the factors that impact hotel guest satisfaction as identified through online review content. This study will examine relevant scholarly literature on online reviews and concentrate on 50 mid-to-high-end health and wellness hotels in China. Python is utilized to crawl the online review database, and a comprehensive analysis is conducted on the semantic keywords and categories present in customer online review statements. Service, traffic, catering, and other variables are identified as determinants of customer satisfaction in mid-to-high-end health and wellness hotels through factor analysis. This article will propose specific measures and recommendations to improve customer satisfaction in health and wellness hotels, attract more customers, and contribute to the sustainable development of the industry.

Bystanders’ support for online customer complaints: an integrated perspective of deontic justice theory and attribution theory

Purpose Online complaints have emerged as a pivotal avenue for customers to voice their dissatisfaction. In this context, bystanders, as third-party observers, actively engage in evaluating and judging these complaints. However, studies pertaining to bystanders in online customer complaints remain limited. Therefore, this study aims to integrate deontic justice theory and attribution theory to construct a research model of bystanders’ support for online customer complaints. Design/methodology/approach Leveraging a questionnaire and two scenario experiments, SPSS 24.0 and AMOS 24.0 were used to examine the relationship between bystanders’ moral outrage and their support for online customer complaints, the mediating role of responsibility attribution and the moderating role of experience similarity and online anonymity. Findings Based on the statistical analysis, the results show that bystanders’ moral outrage significantly enhances their support for online customer complaints; responsibility attribution plays a mediating role between moral outrage and bystanders’ support for online customer complaints; experience similarity and online anonymity can moderate the relationship between moral outrage and bystanders’ support for online customer complaints. Originality/value The findings of this study not only enrich the literature on online customer complaints but also provide valuable insights for companies to understand the diffusion of online complaints and effective strategies with which to address them.

Information disclosing strategy and additional online customer reviews

ABSTRACT Product information asymmetry exists between firms and online customers. Online customer reviews offer product quality information and reduce information asymmetry. Many customers review products online upon receipt and again after use. Initial and additional reviews can be consistent or conflicting, which affects other customers’ perceived product value. Firms use different strategies for disclosing product featured quality information, such as exaggerating or depreciating product quality. Different strategies can lead to different customer perceptions, which can affect additional reviews. In addition, even with the same strategy, differences in the degree of information quality can affect the perceived value of customers.

E-Business Online Experience, Satisfaction and Trust: Basis for Customer Loyalty among Selected SMEs in Bulacan

This research paper investigates the relationship between e-business online experience, satisfaction, and trust as predictors of customer loyalty among small and medium enterprises (SMEs) in a selected area of Bulacan. Considering the increasing reliance on digital platforms for e-commerce, issues surrounding online security and user privacy have arisen, raising concerns about consumer trust in e-business environments. Employing a quantitative research methodology, the study utilizes a quantitative descriptive and correlational design to measure and identify the mean and standard deviation of online experience, satisfaction, and trust as independent variables, with customer loyalty as the dependent variable. The findings reveal that SMEs in Bulacan have a strongly positive perception of their e-business online experience, particularly highlighting the simplicity, visual appeal, and effectiveness of the websites they use. They appreciate the quality of information provided by these e-business platforms, which facilitates e-purchases through up-to-date content and straightforward transactions. The study also indicates a strong agreement among SMEs regarding the effectiveness of e-business websites in meeting consumer expectations for repeat purchases, while also identifying areas for improvement in online performance features. Moreover, SMEs generally perceive a high level of security regarding e-business platforms, particularly regarding information transmission and electronic payment safety. However, there was a slightly lower perception of user privacy concerns. The regression analysis indicates that both e-business online experience and customer satisfaction are significant predictors of customer loyalty, underscoring the importance of enhancing these aspects to cultivate lasting customer relationships.

Consumer Online Buying Behavior on Social Media Platform in Malaysia: A Conceptual Paper

The increased utilisation of social media platforms has been observed to influence consumer behaviour, particularly in online shopping context. This study aims to propose a conceptual framework regarding the factors influencing customer online buying behaviour on TikTok platform among younger generations for a Malaysian fragrance company. The method used for this conceptual paper is based on the literature reviews from journal articles related with the keywords and research area. This study proposed a conceptual framework to further identify and analyse the influence of brand awareness, product variety and psychological factors on online buying behaviour on TikTok. The framework will serve as a guideline for future academic research and practical industry applications by enhancing understanding of online buying behaviour among younger consumers in Malaysia’ fragrance market. The framework will help to inform strategic decisions for businesses and provide border implications for leveraging TikTok as a platform for e-commerce growth in the region

Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision

This paper focuses on the effects of influencer marketing and online customer reviews on customer purchasing decisions. Quantitative data was collected from 300 respondents and analyzed through SPSS. Process Macro was used to analyze the relations and mediation effects between the variables. The literature review indicates the increasing relevance of digital marketing and the impact of influencer marketing and online customer reviews on customer purchase decisions. Online customer reviews present ideal information as it is the social proof and influence purchasing decisions. According to the results, both influencer marketing and online customer reviews have a significant positive effect on influencing people's decisions when it comes to purchasing. This empirical research brings more light on how influencer marketing and online customer reviews along with credibility play powerful roles in structuring customer purchase decisions. It has a pragmatic impact on marketers for credibility in their digital marketing efforts to make sales.

Factors Influence Online Customers’ Purchase Intention on Luxury Fashion through Customer Engagement

Factors Influence Online Customers’ Purchase Intention on Luxury Fashion through Customer Engagement

Identifying barriers of financial app usage and their impact on negative emotions, customer ratings and recommendation intention: a text-mining based approach

PurposeLimited studies in the mobile payment segment have attempted at understanding the factors that resist customers from using financial apps or mobile payment services (MPSs). This study aims at identifying the barriers from online customer reviews and examine how these barriers affect customers’ negative emotions (anger, fear, sadness), customer ratings and recommendation intentions.Design/methodology/approachThis study, divided into three phases, has adopted a text-mining based mixed-method approach on 14,043 reviews present in Google PlayStore or App Store pages about financial apps used in India.FindingsPhase 1 identified barriers like, “bad user experience”, “UPI failure”, “trust issues”, “transaction delays” from the reviews. Phase 2 found that “bad user experience” and “UPI failure” trigger both “anger” and “sadness”. “Transaction delays” and “money lost in transaction” stimulate “fear”. From the IRT stance, in Phase 3 this study has found that barriers like, “transaction error”, “UPI failure” (usage), “bad user experience” (image) and “trust issues” (tradition) have a significant negative impact on both customer ratings and recommendation intention.Originality/valueThe current study contributes to the existing literature on MPSs by identifying barriers from user generated content. Additionally, this study has also examined the impact of the barriers on customers’ negative emotions and recommendation intention.

Pengaruh Promo Big Sale, Online Customer Review, dan Online Customer Rating Terhadap Keputusan Pembelian pada Event Tanggal Kembar Shopee

The purpose of this study is to determine the impact of major discount offers, online customer reviews, and online customer ratings on purchasing decisions during the Shopee twin date event. For important sales initiatives, structural equation modeling was the data analysis method used. The results show that online customer reviews have a positive but not statistically significant impact on purchasing decisions during the Shopee twin date event, even while online customer ratings have a large impact.

Do attitudes toward air pollution influence climate change perception? Evidence from online customers in China

Abstract The perception of climate change as an abstract and distant concept hinders climate action. Previous studies suggest that individuals may conflate climate change and local air pollution due to misconceptions, as these environmental issues share similar emission sources and mitigation strategies. However, it remains uncertain whether leveraging the public's high perception of air pollution can lead to increased climate change awareness and supportive behaviors. In this study, we surveyed 1,236 Chinese online customers to explore the influence of air pollution perception on climate change perception and willingness to pay (WTP) for supporting climate actions. Structural Equation Modeling (SEM) results revealed that higher air pollution perception, which is connected to an individual's living environment and health status, is significantly associated with higher climate change perception. Despite this link, higher climate change perception does not necessarily translate to higher WTP for climate actions. However, air pollution perception can indirectly increase WTP for climate actions by fostering avoidance behavior intentions. For practical implications, our findings suggest that an emphasis on the co-benefits of climate change mitigation efforts for improving air quality may help lead to greater policy support and understanding. Additionally, promoting individual behavioral changes requires connecting these issues to personal experiences and highlighting tangible benefits such as improved health and well-being.

Big Data Insights into Coastal Tourism: Analyzing Customer Satisfaction at Egyptian Red Sea Dive Resorts

This research aims to explore the relationship between customer satisfaction and various extracted factors at dive resorts in the Red Sea, Egypt, utilizing a hybrid methodology of descriptive and diagnostic analytics applied to online review data. Employing techniques such as KH coder for text analysis, exploratory factor analysis (EFA), and linear regression, this study systematically identifies key elements that influence customer satisfaction. Findings reveal that activities related to diving and marine life markedly enhance guest satisfaction, underscoring the critical role these aspects play in the overall appeal of Egyptian coastal tourism. Conversely, areas such as dining and amenities were identified as needing improvement. The originality of this study lies in its application of big data analytics to dissect and understand customer feedback in a sector-specific context, providing strategic insights for the sustainable advancement of coastal tourism in Egypt. By focusing on dive resorts, this research highlights their integral role in coastal tourism and offers a model for leveraging online customer reviews to enhance service quality and promote sustainable practices within the tourism industry, contributing to the overall growth and sustainability of coastal tourism.

Pengaruh Brand Equity dan Online Customer Reviews (OCRs) terhadap Keputusan Pembelian Produk The Originote pada Aplikasi Tiktok Shop

Tiktok is the only social media that is widely used by shoppers to see product reviews before deciding to buy. One of the most searched content is beauty products. Research was conducted to determine the effect of brand equity and online customer reviews (OCRs) on purchasing decisions for The Originote products on the Tiktok Shop Application. This study focuses on The Originote skincare using quantitative methods. The sample used was Generation Z in Malang City with a multistage random sampling technique. Data analysis includes instrument testing, descriptive, classical assumption testing and hypothesis testing. The results of the study show that both brand equity and OCRs variables significantly contribute to purchasing decisions. Partially and simultaneously, both variables have a significant influence on purchasing decisions. To improve and strengthen brand equity, The Originote needs to upgrade the outer packaging so that the product is protected from impact. On the other hand, to improve online customer reviews, The Originote needs to create an SOP for admins to reply to customer reviews.

The power of appeal: do good looks and talents of vloggers in tourism short videos matter online customer citizenship behavior?

ABSTRACT As the tourism industry recovers post-COVID-19, tourism short videos have emerged as a vital marketing tool. This study explores their impact on online customer citizenship behavior, providing valuable insights for marketers and destination managers to attract tourists and promote sustainable tourism. A survey method was employed, yielding 280 valid responses. Data were analyzed using SPSS Process and AMOS, with CFA for measurement validation and SEM to examine causal relationships. Consequently, by analyzing the effects of talents (emotional and informational support) and good looks (appearance charm), We found that informational and emotional support, along with vlogger appearance charm, significantly boost perceived value and online customer citizenship behavior. Perceived value mediates the relationship between these factors and customer behavior, showing that well-crafted tourism short videos can promote online civic engagement. This study enriches theoretical research on tourism marketing and offers practical insights for enhancing customer citizenship behavior through compelling video content.

The Effect Of Advertising Attractiveness, Influencer Marketing, And Online Customer Review On Smartphone Purchasing Decisions For Generation Z In Surabaya

The usage of smartphones in Indonesia has continuously increased. In 2018, 56.2% of the Indonesian population used smartphones. One of the prominent market leaders is Samsung smartphones, which rank second with the largest market share in Indonesia at 20.99%. Indonesia is predominantly comprised of generation Z, accounting for approximately 27.94% of the total population. The role of digital marketing is highly significant in the decision-making process for smartphone purchases among generation Z. This study aims to determine the influence of Advertising Attractiveness, Influencer Marketing, and Online Customer Review on the purchasing decisions of smartphones by generation Z in Surabaya. This research uses a quantitative research approach. The study population consists of generation Z in Surabaya. The sampling technique employed is purposive sampling. The sample criteria include generation Z aged 15-29 years in Surabaya who have purchased a Samsung smartphone at least once, with a total sample size of 315 respondents. Data collection was conducted by distributing questionnaires to respondents through Google Forms. The research method involves multiple linear regression analysis using the SPSS program. The research results indicate that the significance value for all variables is 0.000 (< 0.05), leading to the conclusion that Advertising Attractiveness, Influencer Marketing, and Online Customer Review have a positive and significant influence on the smartphones purchasing decisions by generation Z in Surabaya.

Pengaruh Online Customer Review, Online Customer Rating, Kepercayaan Konsumen, dan Promosi terhadap Keputusan Pembelian Masyarakat Purwokerto Pengguna Tiktok Shop

This study aims to examine the effect of Online Customer Review, Online Customer Rating, consumer trust, and promotion on purchasing decisions at Tiktok Shop in the Purwokerto community. This study applies quantitative methods in order to evaluate the relevance of each variable. The sampling technique using purposive sampling. The instrument for collecting data was a five-level Likert scale questionnaire. The analysis tool uses SPSS. According to the findings of this study, it is known that, consumer confidence has a positive and significant effect on purchasing decisions, promotions have a positive and significant effect on purchasing decisions, while online customer reviews have no positive and insignificant effect on purchasing decisions, online customer ratings have a positive and insignificant effect on purchasing decisions.

E-COMMERCE-AN INSIGHT INTO IMPACT OF ONLINE REVIEW ON CUSTOMER BUYING BEHAVIOUR

The trend of shopping in the minds of the customer is changing frequently. At present shopping practice transformed from traditional way to online shopping , which enables the customer to buy the product as per their requirement without any constraints of time , place payment method, brand and product types. Online shopping have created an huge impact on customer buying behaviour because of this 4 factors i.e on source credibility, volume, language with comprehension and relevance. Earlier the majority of the customers were depend on word of mouth method to collect information regarding product which was influencing their buying decisions. But now because of e-commerce, online shopping majorly online customer review format, played an important role in influencing customer 's buying decisions. To fill the research gap we have collected data through questionnaire from the customers those who do online shopping. For effective research outcome both primary data and secondary data is used. Primary data collected through structured questionnaire. This research paper is based on critical examination of the study which reflected the result as per the objectives . The study was mainly focused on the impact of online reviews towards customer buying decisions. through this study it is realised that majority of the public are influenced by online reviews for all types of the products and at present online reviews are creating huge impact towards customer buying behaviour . KEY WORDS: Online shopping , Online review, Word of mouth, Customer buying decisions

Bi-channel dynamic topic model for quality monitoring considering initial and additional online customer reviews

E-commerce provides a vast space for user-generated content, including user reviews from the initial use of products or services to subsequent usage. Existing methods mainly focus on unmodified reviews and ignore customer perception after more experience with products. To address this, we propose a Markov chain-based bi-channel dynamic topic model (BDTM), which extends the sequential structure of the dynamic topic model and incorporates initial customer reviews and additional reviews to reflect topic shifts caused by customer experience perception. Then, a control chart based on word mover’s distance (WMD), called a BDTM-WMD (B-W) chart, is proposed to monitor topic shifts under BDTM. An alternative multiscale dynamic topic model (M-K) chart is constructed for comparison. Using a simulation approach, we find that compared with the existing sequential reverse joint sentiment-topic (SRJST) chart and joint sentiment topic-rating meets review (JSTRMR) chart, the proposed B-W chart is more sensitive to small shifts. Case study 1, using real data, shows the advantages of the proposed BDTM, B-W chart and M-K chart under both initial and additional reviews. Case study 2 shows that with additional reviews, the proposed B-W chart triggers out-of-control signals earlier than those by the existing joint sentiment topic-rating meets review (JSTRMR) chart.

Pengaruh Viral Marketing, Social Media Influencer dan Online Customer Review Terhadap Purchase Intention Maybelline Superstay Vinyl Ink pada Mahasiswa UPN Veteran Jatim

This research aims to analyze the influence of viral marketing, social media influencers, and online customer reviews on purchase intention for Maybelline Superstay Vinyl Ink products among UPN "Veteran" East Java students. The research method used is quantitative with data collection techniques through distributing questionnaires to the student population of UPN "Veteran" East Java with a sample of 140 respondents. using purposive sampling technique. Data were analyzed using PLS-SEM with the help of SmartPLS software. The research results show that viral marketing does not contribute to purchase intention, while social media influencers and online customer reviews contribute to purchase intention. These findings indicate that influencer recommendations and customer reviews have an important role in shaping purchase intention towards cosmetic products among students compared to the success of viral marketing.