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Towards a unified customer experience in online shopping environments: Antecedents and outcomes

Anil Bilgihan (Florida Atlantic University, Boca Raton, Florida, USA)
Jay Kandampully (Department of Consumer Sciences, The Ohio State University, Columbus, Ohio, USA)
Tingting (Christina) Zhang (Department of Consumer Sciences, The Ohio State University, Columbus, Ohio, USA)

International Journal of Quality and Service Sciences

ISSN: 1756-669X

Article publication date: 21 March 2016

16726

Abstract

Purpose

New developments in e-commerce and m-commerce technologies along with the wide adoption of mobile devices and social media have enabled companies to enhance customers’ shopping experiences and their interaction with brands anytime, anywhere. The purpose of this paper is to develop a theoretical model for a unified online customer experience by drawing from related literature on consumer behavior in the online contexts.

Design/methodology/approach

By synthesizing extant consumer behavior and e-commerce literature, this paper seeks further understanding of online customer experience and offers strategies for e-commerce marketers and Web site designers.

Findings

The findings of this paper indicate that easiness to locate the Web site/app, ease of use, perceived usefulness, hedonic and utilitarian features, perceived enjoyment, personalization, social interactions and multi-device compatibility are the antecedents of the unified online customer experience. Brand engagement, positive word of mouth (WOM) and repeat purchase are the outcomes of compelling online customer experience.

Practical implications

A significant amount of potential revenue is lost globally due to poor online customer experiences, resulting in e-commerce not reach its potential. E-commerce companies should “hook” customers by providing compelling online experiences.

Originality/value

Given that customer’s experience has become one of the most important and competitive outcome variable for contemporary companies, the results will benefit e-commerce marketers and Web site designers.

Keywords

Citation

Bilgihan, A., Kandampully, J. and Zhang, T.(C). (2016), "Towards a unified customer experience in online shopping environments: Antecedents and outcomes", International Journal of Quality and Service Sciences, Vol. 8 No. 1, pp. 102-119. https://doi.org/10.1108/IJQSS-07-2015-0054

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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