scholarly journals An Examination of Antecedents and Outcomes of Online Retailing Customer Experience Quality: A Conceptual Model

2018 ◽  
Vol 7 (1) ◽  
pp. 16-25
Author(s):  
Pooja Goel
Keyword(s):  
Conceptual Model ◽  
Customer Experience ◽  
Online Retailing

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

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mona Jami Pour ◽  
Khadije Rafiei ◽  
Monireh Khani ◽  
Atena Sabrirazm
Keyword(s):  
Sampling Technique ◽  
Customer Experience ◽  
Digital Marketing ◽  
Equation Modeling ◽  
Online Retailing ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
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.

scholarly journals Mediating Roles of Customer Experience on E-Loyalty

2019 ◽  
Vol 18 (4) ◽  
pp. 41-54
Author(s):  
Uppala Amulya
Keyword(s):  
Conceptual Model ◽  
Empirical Evidence ◽  
Theoretical Basis ◽  
Customer Experience ◽  
Satisfaction Level ◽  
Mediating Role

The purpose of this paper is to investigate the measure of customer allegiance towards e-commerce websites. This paper also examines the satisfaction level of the customers and e-trust towards e-commerce websites through a mediating role of customer experience. A conceptual model with a theoretical basis in the e-loyalty is developed to illuminate the antecedents of customer experience. In this article, an epigrammatic approach is adopted to explore the accuracies of the observations by empirical evidence. The results are expected to reveal the substantiality of customer experience and customer gratification towards e-loyalty.

Creating Effective Online Customer Experiences

2018 ◽  
Vol 83 (2) ◽  
pp. 98-119 ◽  
Author(s):  
Alexander Bleier ◽  
Colleen M. Harmeling ◽  
Robert W. Palmatier
Keyword(s):  
Field Experiment ◽  
Social Presence ◽  
Online Shopping ◽  
Customer Experience ◽  
Web Pages ◽  
Online Retailing ◽  
Design Elements ◽  
Four Dimensions ◽  
Product Search ◽  
Real Product

Creating effective online customer experiences through well-designed product web pages is critical to success in online retailing. How such web pages should look specifically, however, remains unclear. Previous work has only addressed a few online design elements in isolation, without accounting for the potential need to adjust experiences to reflect the characteristics of the products or brands being sold. Across 16 experiments, this research investigates how 13 unique design elements shape four dimensions of the online customer experience (informativeness, entertainment, social presence, and sensory appeal) and thus influence purchase. Product (search vs. experience) and brand (trustworthiness) characteristics exacerbate or mitigate the uncertainty inherent in online shopping, such that they moderate the influence of each experience dimension on purchases. A field experiment that manipulates real product pages on Amazon.com affirms these findings. The results thus provide managers with clear strategic guidance on how to build effective web pages.

A study on the impact of consumer risk perception and innovativeness on online shopping in India

2015 ◽  
Vol 43 (2) ◽  
pp. 148-166 ◽  
Author(s):  
Rakhi Thakur ◽  
Mala Srivastava
Keyword(s):  
Risk Perception ◽  
Conceptual Model ◽  
Online Shopping ◽  
Equation Modeling ◽  
Online Retailing ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Consumer Risk ◽  
The Impact ◽  
Adoption Intention

Purpose – The purpose of this paper is to develop and empirically test a conceptual model to establish how consumer innovativeness can be used as a variable to positively influence online retailing adoption intention both directly and reducing consumer perceived risk (PR). Design/methodology/approach – The literature concerning personal innovativeness toward information technology and major components of PR have been systematically reviewed to develop a conceptual model. The impact of innovativeness and PR on online shopping adoption intention has been empirically validated by structural equation modeling using a sample of 433 internet users in India. Findings – Results reveals consumer innovativeness as a key construct to improve online retail adoption intention both directly and by its effective role in reducing consumer risk perception of using internet channel for making purchase of physical goods. Originality/value – There is a lack of studies which connect consumer innovativeness and PR in the online retailing context especially in Indian scenario. The results expand one’s knowledge on this relationship, propounding interesting empirical evidence of the model among current and potential online shoppers.

scholarly journals Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction

Paradigm ◽  
2020 ◽  
Vol 24 (1) ◽  
pp. 41-55
Author(s):  
Shefali Jaiswal ◽  
Anurag Singh
Keyword(s):  
Customer Satisfaction ◽  
Economic Value ◽  
Sampling Technique ◽  
Customer Experience ◽  
Online Retailing ◽  
Online Mode ◽  
Customer Services ◽  
Major Factors ◽  
Post Purchase

The role of online retailing is increasing with each passing day for any business and therefore offering value to the customer which in turn also yield benefit to the retailer and differentiate it from the competitors is an important task. By getting an idea of how customer perceive and evaluate the offerings, retailers may be able to influence the customers in that particular direction. This research paper aims in identifying the major factors or attributes that affect the customers, evaluating their overall experience while shopping on the digital platform and also their impact on online customer satisfaction. This study aims to explore the determinants of online customer experience of Indian shoppers and its effect on the satisfaction of the customers. For the purpose, 325 e-shoppers were surveyed through online mode using snow ball sampling technique. To achieve the objective, exploratory factor analysis was used and multiple regressions were applied. Furthermore, the findings suggest that economic value, customization, post-purchase experience and customer services are the major factors on which customers evaluate their overall online experience and satisfaction.

scholarly journals Omni-Channel Customer Experience (In)Consistency and Service Success: A Study Based on Polynomial Regression Analysis

2021 ◽  
Vol 16 (6) ◽  
pp. 1997-2013
Author(s):  
Wei Gao ◽  
Hua Fan
Keyword(s):  
Regression Analysis ◽  
Conceptual Model ◽  
Word Of Mouth ◽  
Polynomial Regression ◽  
Customer Experience ◽  
Repurchase Intention ◽  
Expectation Disconfirmation ◽  
Online Channel ◽  
Channel Service ◽  
Polynomial Regressions

Drawing on expectation disconfirmation theory, this study explores the dyadic nature of omni-channel consistency on customer experience. Specifically, we propose a conceptual model that focuses on a brand’s offline channel customer experience relative to that of its online channel, and test the influences of customer experience (in)consistency on customer satisfaction, which then improves repurchase intention and word-of-mouth. The results of polynomial regressions on 265 survey respondents indicate that given omni-channel customer experience inconsistency, customers prefer consistent online and offline experiences. For omni-channel consistency at lower levels of customer experience quality, customers prefer consistency at higher levels of quality. For omni-channel inconsistency where offline customer experience quality is lower than that online, customers prefer omni-channel inconsistency, where offline customer experience quality is higher than that online. These findings produce not only theoretical contributions but also insightful suggestions for how customer experience can be taken into consideration in the promotion of a brand’s omni-channel service success.

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