Search results for " customer experience"
showing 6 items of 6 documents
How Are Negative Customer Experiences Formed? A Qualitative Study of Customers’ Online Shopping Journeys
2019
This study investigates how negative customer experiences are formed during customers’ online shopping journeys. A qualitative, in-depth dataset collected from 34 participants was employed to identify negatively perceived touchpoints that contribute to the customer experience in a negative way. The findings reveal that negative touchpoints are experienced during customers’ entire journeys, particularly after a purchase is completed. We identified 152 negative touchpoints from the data, of which 53 were experienced during search and consideration, 35 when finalizing a purchase, 33 during delivery, and 31 during after-sales interactions with the company. Within these four main categories, 20 …
The role of sustainability in online customer experiences : a qualitative study on female fashion shoppers
2022
This qualitative study aims to understand sustainability’s role in responsible consumers’ Online Customer Experiences (OCEs). In this study, we focus on female fashion shoppers, and study three dimensions of their OCE: cognitive, affective, and social. Although online shopping and responsible consumer behaviour have increased tremendously, sustainability’s role in OCE has not been studied before from the customer’s perspective. The data consists of nine semi-structural interviews of Finnish female self-proclaimed responsible consumers and is analyzed with qualitative content analysis. The findings show that sustainability issues are present in all OCE dimensions, which are also all intercon…
THE IMPORTANCE OF ESTABLISHING CUSTOMER EXPERIENCES
2012
Recently, companies have apprehended the fact that customers want more than merely products or services and have proceeded in providing value creation through customer experiences. Experience marketing has emphasized the need to stimulate, entertain and affect consumers at an emotional level in order to create the premises for an experience in consumption. The repercussions for the experience marketing approach can range from brand advocacy, word-of-mouth, to loyalty and motivation to buy such an experience. Therefore, companies need to manage these experiences and pay attention to the moments of truth the customer has with the organization in question.
The Cross-Channel Effects of In-Store Customer Experience in the Case of Omnichannel Fashion Retailing in Finland
2023
Although omnichannel retailing has emerged as a popular research topic in academic research, there are still gaps in our understanding of this phenomenon. One such gap concerns omnichannel customer experience and particularly the cross-channel or spillover effects of how customer experience in one channel may affect customer behaviour not only in that specific channel but also in the other channels of the same retailer. In this study, we aim to address this gap by examining how customer experience in the offline channel affects customer behaviour in both the offline and the online channel, more specifically how in-store customer experience affects both brick-and-mortar store and online stor…
Exploring Online Customer Experience Formation: How do Customers Explain Negative Emotions during Online Shopping Encounters?
2019
We investigated online customer experience formation by using customers’ own explanations of their negative emotions during their online shopping encounters. Survey data from 1,786 Finnish online shoppers were used to identify customers who experienced strong negative emotions during online shopping encounters (N = 215) and the causes of their negative emotions were then analyzed in depth from their written descriptions. Our findings indicated that customers attributed most of their negative emotions to online store characteristics, including user interface, product and service range, pricing, and trustworthiness; however, some negative emotions were also attributable to factors outside of …
Exploring positive online customer experience formation : a study of food waste shoppers
2022
This qualitative study investigates the formation of positive online customer experiences in the context of online grocery shopping. This study analyzes customers’ written descriptions of the causes of their positive experiences when visiting an online store. Data were collected with an online survey of 581 respondents. The case company is a Finnish online retailer, Fiksuruoka Ltd. Fiksuruoka’s business idea is to sell food waste; its product range consists of surplus groceries that are in danger of being disposed of. The findings show that four main themes contribute positively to the online customer experience. Positive customer experiences were explained by factors related to 1) the shop…