Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context

16 Pages Posted: 9 Mar 2011

See all articles by Susan Rose

Susan Rose

University of Reading

Neil Hair

Rochester Institute of Technology (RIT) - Department of Management, Marketing, and International Business

Moira Clark

affiliation not provided to SSRN

Abstract

Customer interactions with an organization's website create opportunities for positive experiences that can lead to long-term relationship building. The range of potential interactions is now quite diverse, including product information search, purchase transaction and/or service delivery. The domain of customer experience (CE) is well developed in the face-to-face context, but little attention has been paid to exploring the concept in the online context. The purpose of this paper is to provide a review of the online consumer literature in order to inform understanding of the antecedents and consequences of online customer experience (OCE) in the purchase context. The paper offers four important contributions for both academics and practitioners. First, it adds to understanding of OCE in the purchase context and, second, specifically recognizes and discusses the antecedents of OCE by drawing on existing literature relating to online consumer purchase. Third, it proposes the potential consequences of OCE and provides a framework for future testing. Finally, the paper addresses a problem of relevance to both academics and practitioners, and proposes future research and managerial implications.

Suggested Citation

Rose, Susan and Hair, Neil and Clark, Moira, Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context. International Journal of Management Reviews, Vol. 13, No. 1, pp. 24-39, 2011, Available at SSRN: https://ssrn.com/abstract=1781602 or http://dx.doi.org/10.1111/j.1468-2370.2010.00280.x

Susan Rose

University of Reading ( email )

Whiteknights
Reading, Berkshire RG6 6AH
United Kingdom

Neil Hair

Rochester Institute of Technology (RIT) - Department of Management, Marketing, and International Business

United States

Moira Clark

affiliation not provided to SSRN

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