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    Investigating the Drivers, Measures and Consequences of Customer Online Social Experience

    Vyravene R 2018.pdf (2.486Mb)
    Access Status
    Open access
    Authors
    Vyravene, Revadee
    Date
    2018
    Supervisor
    Prof. Balasubramanian Ramaseshan
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    Faculty
    Business
    School
    Marketing
    URI
    http://hdl.handle.net/20.500.11937/68386
    Collection
    • Curtin Theses
    Abstract

    This research plays a pioneering role in investigating the social aspect of online customer experience. Guided by the social presence and social response theory, and using a mixed methods approach, the research introduces customer online social experience (COSE) in the extant literature by defining the concept, identifying its dimensions, drivers and developing its measures. It also develops a scale for measuring omni-channel management (OCM) and reveals that OCM drives COSE, which eventually influences customer behaviour.

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