Investigating the Drivers, Measures and Consequences of Customer Online Social Experience
Access Status
Open access
Authors
Vyravene, Revadee
Date
2018Supervisor
Prof. Balasubramanian Ramaseshan
Type
Thesis
Award
PhD
Metadata
Show full item recordFaculty
Business
School
Marketing
Collection
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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