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    Drivers and Outcomes of Online Customer Experience-A Conceptual Framework

    Access Status
    Fulltext not available
    Authors
    Vyravene, Revadee
    Rabbanee, Fazlul
    Date
    2014
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Vyravene, R. and Rabbanee, F. 2014. Drivers and Outcomes of Online Customer Experience-A Conceptual Framework. In: Australian and New Zealand Academy of Marketing Conference, 1st Dec 2014, Brisbane, Australia.
    Source Title
    Australian and New Zealand Academy of Marketing Conference
    Source Conference
    Australian and New Zealand Academy of Marketing Conference
    Additional URLs
    http://www.anzmac.org/resources/view/ANZMAC-2014-Proceedings
    Faculty
    Faculty of Business and Law
    School
    School of Management
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/80251
    Collection
    • Curtin Research Publications
    Abstract

    Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company. Customer experience in the online context has received inadequate attention both from the academics and professionals, although online shopping has become pervasive. Existing sporadic literature on customer online experience (COE) did not focus on customer experience throughout the entire purchase process covering all the touch points. This paper aims to explore the concept of COE and proposes a conceptual framework identifying the drivers’ corresponding to the stages of the purchase process that may affect customers’ cognitive and affective experiences. Further, the paper considers two outcome variables namely customer delight and e-WOM. Customer delight has not received adequate attention in the existing literature, although customers often feel devoted to spend time in online. Finally, the paper highlights theoretical and managerial implications of the research followed by the avenues for future research.

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