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- W2968754580 abstract "The Henley Centre for Customer Management views the development of our understandingof online customer behaviour as a strategically important component of a retailer’sperformance. It has previously studied the drivers of online customer experience (OCE). Thisreport continues this work and develops our understanding of OCE by investigating both theantecedent (pre-conditions) and consequences of a positive OCE.The study builds a model of OCE that views it as being composed of two experiential states:the cognitive (thinking/rational part of the customer) and the emotional (the feelings of thecustomer). The model contains a series of 10 antecedent conditions that influence thecognitive and emotional states. Three outcome variables are linked to OCE. These are thecustomer behaviours that result from a positive OCE and include Satisfaction, Trust and RepurchaseIntention. The model is developed from previous HCCM studies and currentthinking in marketing and customer management literature and incorporates 18hypothesised relationships.The study uses a quantitative approach and collects data from online customers across theworld but predominantly drawn from the UK and the US. The output includes thedevelopment of an online questionnaire to identify OCE and the validation of both thisresearch instrument and the OCE model. The OCE model is broadly supported by the dataanalysis with 13 of the 18 hypotheses being significant.Managerial implications are provided to e-retailers that include insights into the role ofcontrol and empowerment for online customers; the growing importance of the ability foronline customers to customise their own web pages; and the importance of contact andconnection with other customers within the online retail community. The relationshipbetween satisfaction and re-purchase intention and the role of trust to reduce feelings ofvulnerability are also explored." @default.
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- W2968754580 date "2011-01-01" @default.
- W2968754580 modified "2023-09-27" @default.
- W2968754580 title "An investigation of online customer experience: understanding the drivers and consequences of a positive online customer experience in the e-retailing context" @default.
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