Online Customer Experience : What is the Experience and how is it Difference for Frequent and Infrequent Purchasers, Age Cohorts and Gender Groups?

Martin, Jillian & Mortimer, Gary (2013) Online Customer Experience : What is the Experience and how is it Difference for Frequent and Infrequent Purchasers, Age Cohorts and Gender Groups? Queensland University of Technology, Business School, Brisbane, QLD.


What do we know?

• Customer Experience is increasingly becoming the new standard for differentiation in both offline and online retailing, and offers a sustainable competitive advantage.

o The economic value of a company’s offering has been observed to increase when the customer has a fulfilling shopping experience (Pine & Gilmore, 1998)

o Crafting engaging and customer experience is a known method of generating loyalty, advocacy and word of mouth (Tynan & McKechnie, 2009).

o A good experience can entice consumers to shop for longer and spend more (Kim, 2001).

• The customer’s experience is made up of diverse elements occurring before, during and after the purchase itself. (Discussed further on page 5). It is cumulative over time and can be influenced by touch points across multiple channels.

What remains unclear?

• How do Coles customers respond to the elements of online customer experience? • How does the online customer experience differ for frequent and infrequent purchasers? • Do differences between genders and age cohorts for online customer experience exist?

Impact and interest:

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Full-text downloads:

70 since deposited on 16 Oct 2014
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ID Code: 77781
Item Type: Report
Refereed: No
Keywords: Online Customer Experience, Purchasers, Age Cohorts , Gender Groups
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2013 Queensland University of Technology & the Author
Deposited On: 16 Oct 2014 22:29
Last Modified: 20 Oct 2014 04:37

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