Discuss consumer online customer experiences, using the elements proposed by Rose and Hair ( textbook p. 77 figure 2.13)
What is OCE?
Consumer experience (CE) in the past has been applied across a range of industries including retail, hospitality and other service industries. In more recent years this concept has been applied the online version of these businesses and its known as online consumer experience (OCE). The experience of a consumer no longer includes a physical involvement, online activities are required to encompass suggestions, social networks and trustworthy reviews from multitudes of users.
Online vs Offline
|Offline Context||Online Context||Example vs. Example|
|Personal Contact||High to medium||Low||Talking to the shop assistant about the weather while payment is processing vs. entering card details on computer or mobile device at home|
|Information Provision||Varies in intensity over different media||Intensive||You’re in a clothes shop and there is a poster advertising a band (that you’re not interested in so you don’t take notice) vs. an ad while shopping online that suggests you buy tickets to the concert because person A, B and C are going|
|Time Period for interactions||Dictated by Organisation||Dictated by consumer (anytime, anywhere)||Waiting for the late night shopping so you can purchase after work vs. buying at work or from the couch|
|Brand Presentation||Range of tangible devices used to present brand||Audio-visual||A mattress can be up-sold because a consumer can feel the difference vs. difficult to up-sell when consumer can’t experience the product|
There are three key main areas of information into the growth of OCE:
- Website quality: this focuses on the development of a site or app, its measurement abilities and performance.
- Customer Behaviour: this highlights consumer behaviour in relation to linked activities when searching or purchasing online
- Enquiry: The process of enquiring about information including banking, news, weather or travel arrangements.
Consumer Experience is founded in the need to highlight products in an over-saturated market. The difference between a physical product and the value of an experience is ‘the internal and subjective response customers have to any direct or indirect contact with a company’ (Meyer and Schwager, 2007). Majority of literature implies CE is an individual’s psychological state and therefore cannot be applicable to the masses.
The Online Consumer Experience
The process of OCE begins with antecedents or triggers for motivation of the consumer. It then passes into the online customer experience which generates an consequence.
Information Processing: It is suggested that the information processing includes risk assessment, analysis of previous knowledge and evaluation of safety.
Perceived ease-of-use and perceived usefulness: Often considered the most important factors for online purchasing and include search facilities, site responsivity and accuracy of information.
Perceived benefits and enjoyment: Enjoyment while interacting increases the recognition of online mediums and have led to more interactive elements including games etc.
Perceived control and skill: The consumers ability to navigate the site and learn cognitive skills to improve the users cognitive ability. High levels of usage are linked to positive OCE implying skills are developed and applied to improve experience.
Trust propensity and Perceived risk: Strongly linked with previous customer-organisation relationships or personal recommendations. Higher levels of trust are needed in comparison to offline experiences.
Customer Satisfaction: Defined by the level of satisfaction received by the consumer, which has a strong influence on future purchases and consumer behaviour.
Re-purchase intention: Generally a consequence when the consumer has a positive experience as they return to purchase from a specific retailer.
Chaffey, D., Ellis-Chadwick, F. and Chaffey, D. (2012). Digital marketing. Harlow: Pearson.
Meyer, C. and Schwager, A., 2007. Customer Experience. Harvard business review, pp.1-11.
Rose, S., Hair, N. and Clark, M., 2011. Online customer experience: A review of the business‐to‐consumer online purchase context. International Journal of Management Reviews, 13(1), pp.24-39.