IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v57y2020ics096969892031256x.html
   My bibliography  Save this article

The end of the world as we know it? The influence of online channels on the luxury customer experience

Author

Listed:
  • Klaus, Philipp ‘Phil’

Abstract

Luxury brands claim to offer consumers pleasure and prestige and deliver high profits to retailers. While the global demand for luxury goods is increasing, consumers expect that the purchasing process these goods will accommodate their preferences on how, where, and when they want to purchase them. The changing nature of luxury markets and customers' purchasing behavior makes it necessary to understand why customers would choose an online channel to purchase luxury offerings. What are the features that make so appealing, attracting consumers towards them? Our study explores customers' motivations, the benefits and the experiences they are expecting and perceiving from the Online Luxury Experience (OLX). We examine the OLX and establish three corresponding luxury customer segments using online channels to purchase their luxury goods and services: the purists, opportunists, and e-lux. We highlight the differences between the segment's customer journeys and the implications for theory and luxury customer experience management.

Suggested Citation

  • Klaus, Philipp ‘Phil’, 2020. "The end of the world as we know it? The influence of online channels on the luxury customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s096969892031256x
    DOI: 10.1016/j.jretconser.2020.102248
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S096969892031256X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2020.102248?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Thorstein Veblen, 1899. "Mr. Cummings's Strictures on "The Theory of the Leisure Class"," Journal of Political Economy, University of Chicago Press, vol. 8(1), pages 106-106.
    2. Nwankwo, Sonny & Hamelin, Nicolas & Khaled, Meryem, 2014. "Consumer values, motivation and purchase intention for luxury goods," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 735-744.
    3. Hargittai, Eszter, 1999. "Weaving the Western Web: explaining differences in Internet connectivity among OECD countries," Telecommunications Policy, Elsevier, vol. 23(10-11), pages 701-718, November.
    4. Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
    5. Philipp Klaus, 2015. "Measuring Customer Experience," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-137-37546-9.
    6. Dion, Delphine & Arnould, Eric, 2011. "Retail Luxury Strategy: Assembling Charisma through Art and Magic," Journal of Retailing, Elsevier, vol. 87(4), pages 502-520.
    7. Philipp Klaus, 2018. "Luxury patient experience (LPX): review, conceptualization, and future research directions," The Service Industries Journal, Taylor & Francis Journals, vol. 38(1-2), pages 87-98, January.
    8. Chandon, Jean-Louis & Laurent, Gilles & Valette-Florence, Pierre, 2016. "Pursuing the concept of luxury: Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to Innovation”," Journal of Business Research, Elsevier, vol. 69(1), pages 299-303.
    9. Jean-Louis Chandon & Gilles Laurent & Pierre Valette-Florence, 2016. "Pursuing the concept of luxury : Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to Innovation”," Post-Print halshs-01374043, HAL.
    10. Nguyen, Bang & Klaus, Philipp “Philâ€, 2013. "Retail fairness: Exploring consumer perceptions of fairness towards retailers’ marketing tactics," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 311-324.
    11. Veblen, Thorstein, 1899. "The Theory of the Leisure Class," History of Economic Thought Books, McMaster University Archive for the History of Economic Thought, number veblen1899.
    12. Margherita Pagani, 2004. "Determinants of adoption of third generation mobile multimedia services," Post-Print hal-02313098, HAL.
    13. Angy Geerts, 2013. "Cluster Analysis Of Luxury Brands On The Internet," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 6(2), pages 79-92.
    14. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    15. Jean-Louis Chandon & Gilles Laurent & Pierre Valette-Florence, 2016. "Pursuing the concept of luxury: Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to Innovation”," Post-Print hal-01796016, HAL.
    16. Jean-Louis Chandon & Gilles Laurent & Pierre Valette-Florence, 2016. "Pursuing the concept of luxury: Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to Innovation”," Post-Print hal-01998198, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Klaus, Phil & Zaichkowsky, Judith Lynne, 2022. "The convenience of shopping via voice AI: Introducing AIDM," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Klaus, Philipp ‘Phil’, 2022. "How luxury retail will change forever – The role of atmospherics in the digital era," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. Wetzels, Ruud W.H. & Klaus, Philipp “Phil†& Wetzels, Martin, 2023. "There is a secret to success: Linking customer experience management practices to profitability," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. 'Phil' Klaus, Philipp & Tarquini-Poli, Annalisa & Ahmed Mostafa Alawad, Nawal, 2022. "Lifestyle of the rich and famous: Exploring the ultra-high net-worth individuals’ customer experience (UHCX)," Journal of Business Research, Elsevier, vol. 147(C), pages 49-58.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    2. Seo, Yuri & Buchanan-Oliver, Margo, 2019. "Constructing a typology of luxury brand consumption practices," Journal of Business Research, Elsevier, vol. 99(C), pages 414-421.
    3. Stępień Beata, 2018. "Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(1), pages 79-99, March.
    4. Pillai, Kishore Gopalakrishna & Nair, Smitha R., 2021. "The effect of social comparison orientation on luxury purchase intentions," Journal of Business Research, Elsevier, vol. 134(C), pages 89-100.
    5. Choi, Dayeon & Seo, Yuri & Septianto, Felix & Ko, Eunju, 2022. "Luxury customization and self-authenticity: Implications for consumer wellbeing," Journal of Business Research, Elsevier, vol. 141(C), pages 243-252.
    6. Javornik, Ana & Duffy, Katherine & Rokka, Joonas & Scholz, Joachim & Nobbs, Karinna & Motala, Anisa & Goldenberg, Adriana, 2021. "Strategic approaches to augmented reality deployment by luxury brands," Journal of Business Research, Elsevier, vol. 136(C), pages 284-292.
    7. Alain Debenedetti, 2021. "Luxury stores as home-like places: How domestic meanings are staged and mobilized in luxury retail," Post-Print hal-03171771, HAL.
    8. Nobre, Helena & Simões, Cláudia, 2019. "NewLux Brand Relationship Scale: Capturing the scope of mass-consumed luxury brand relationships," Journal of Business Research, Elsevier, vol. 102(C), pages 328-338.
    9. Debenedetti, Alain, 2021. "Luxury stores as home-like places: How domestic meanings are staged and mobilized in luxury retail," Journal of Business Research, Elsevier, vol. 129(C), pages 304-313.
    10. Das, Manish & Jebarajakirthy, Charles & Sivapalan, Achchuthan, 2022. "How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    11. Chung, Yerim & Kim, Alex Jiyoung, 2020. "Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media," Journal of Business Research, Elsevier, vol. 120(C), pages 434-442.
    12. Farhad Aliyev & Taylan Urkmez & Ralf Wagner, 2019. "A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis," Management Review Quarterly, Springer, vol. 69(3), pages 233-264, September.
    13. Ahmed, Iram & Arnott, David & Dacko, Scott & Wilson, Hugh N., 2022. "Trying on a role: Mentoring, improvisation and social learning in luxury retailing," Journal of Business Research, Elsevier, vol. 144(C), pages 1039-1051.
    14. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    15. Francisco J. Conejo & Lawrence F. Cunningham & Clifford E. Young, 2020. "Revisiting the Brand Luxury Index: new empirical evidence and future directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 108-122, January.
    16. Rosendo-Rios, Veronica & Shukla, Paurav, 2023. "When luxury democratizes: Exploring the effects of luxury democratization, hedonic value and instrumental self-presentation on traditional luxury consumers’ behavioral intentions," Journal of Business Research, Elsevier, vol. 155(PB).
    17. Song, Lei & Meng, Yan & Chang, Hua & Li, Wenjing & Tan (Frank), Kang, 2021. "How counterfeit dominance affects luxury fashion brand owners’ perceptions: A cross-cultural examination," Journal of Business Research, Elsevier, vol. 130(C), pages 1-13.
    18. Beuckels, Emma & Hudders, Liselot, 2016. "An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 135-142.
    19. Michel, Géraldine & Stathopoulou, Anastasia & Valette-Florence, Pierre, 2022. "Luxury is still alive and well: A spotlight on its multifaceted components," Journal of Business Research, Elsevier, vol. 153(C), pages 276-284.
    20. Joëlle Vanhamme & Adam Lindgreen & Gülen Sarial-Abi, 2023. "Luxury Ethical Consumers: Who Are They?," Journal of Business Ethics, Springer, vol. 183(3), pages 805-838, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:57:y:2020:i:c:s096969892031256x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.