IDEAS home Printed from https://ideas.repec.org/a/spr/intemj/v15y2019i2d10.1007_s11365-019-00564-x.html
   My bibliography  Save this article

Online customer experience in e-retailing: implications for web entrepreneurship

Author

Listed:
  • Angela Eliza Micu

    (Ovidius University of Constanta)

  • Olfa Bouzaabia

    (University of Gabes)

  • Rym Bouzaabia

    (University of Sousse)

  • Adrian Micu

    (Dunarea de Jos University of Galati)

  • Alexandru Capatina

    (Dunarea de Jos University of Galati)

Abstract

Providing consumers with unique experiences and immersing them in original contexts are the goals of web entrepreneurs. Researchers and web entrepreneurs have expressed a particular interest in the online customer experience, agreeing on its importance in creating satisfaction, revisiting intention, e-trust and e-loyalty. This paper explores customer experience in the online retail context. The online customer experience is central in forming customers’ perceptions of expectations of online retailers because this experience is highly personal. However, empirical research on the online customer experience remains scarce. The objectives of this unique study are twofold. The first is to compare the effect of online customer experience on the responses of Romanian and Tunisian customers. The comparative analysis is based on two dimensions of the online customer experience assessment tool. These dimensions are cognitive experiential state (flow) and affective experiential state. The second objective is to examine the contribution of each of these two dimensions in explaining overall perceived value, e-satisfaction, e-trust and repurchase intention in the online context, as well as their effects on web entrepreneurial initiatives. The findings reveal the impact of cultural influences on the constructs embedded in the research framework. The implications for practice relate to the increasing importance of online customer experience in tailoring online marketing campaigns. The implications for web entrepreneurship are clearly emphasised by the pathways from online customer experience to entrepreneurial initiatives. These pathways capture the value of customer-generated content in designing innovative business models.

Suggested Citation

  • Angela Eliza Micu & Olfa Bouzaabia & Rym Bouzaabia & Adrian Micu & Alexandru Capatina, 2019. "Online customer experience in e-retailing: implications for web entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 15(2), pages 651-675, June.
    • Handle: RePEc:spr:intemj:v:15:y:2019:i:2:d:10.1007_s11365-019-00564-x
    DOI: 10.1007/s11365-019-00564-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11365-019-00564-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11365-019-00564-x?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. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    2. Byoungho Jin & Sojin Jung & So Won Jeong, 2018. "Dimensional effects of Korean SME’s entrepreneurial orientation on internationalization and performance: the mediating role of marketing capability," International Entrepreneurship and Management Journal, Springer, vol. 14(1), pages 195-215, March.
    3. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    4. Silvia L. Martin & Rajshekhar (Raj) G. Javalgi, 2018. "Epistemological foundations of international entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 14(3), pages 671-680, September.
    5. Rose, Susan & Clark, Moira & Samouel, Phillip & Hair, Neil, 2012. "Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes," Journal of Retailing, Elsevier, vol. 88(2), pages 308-322.
    6. Shenggang Ren & Rui Shu & Yongchuan Bao & Xiaohong Chen, 2016. "Linking network ties to entrepreneurial opportunity discovery and exploitation: the role of affective and cognitive trust," International Entrepreneurship and Management Journal, Springer, vol. 12(2), pages 465-485, June.
    7. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    8. Saeed Shobeiri & Ebrahim Mazaheri & Michel Laroche, 2014. "Improving customer website involvement through experiential marketing," The Service Industries Journal, Taylor & Francis Journals, vol. 34(11), pages 885-900, August.
    9. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    10. repec:dau:papers:123456789/4250 is not listed on IDEAS
    11. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    12. Gholamreza Torkzadeh & Gurpreet Dhillon, 2002. "Measuring Factors that Influence the Success of Internet Commerce," Information Systems Research, INFORMS, vol. 13(2), pages 187-204, June.
    13. Paul Valentin Ngobo, 2000. "Satisfaction des clients et part de marché de l'entreprise : Un réexamen au regard de récentes avancées théoriques," Post-Print hal-02018573, HAL.
    14. Rémi Mencarelli, 2008. "L'interaction lieu - objet comme conceptualisation de l'expérience vécue : test d'un modèle intégrateur," Post-Print halshs-00340329, HAL.
    15. Fabian Eggers & Felix Eggers & Sascha Kraus, 2016. "Entrepreneurial branding: measuring consumer preferences through choice-based conjoint analysis," International Entrepreneurship and Management Journal, Springer, vol. 12(2), pages 427-444, June.
    16. ., 1998. "Experimiental Economics," Chapters, in: John B. Davis & D. W. Hands & Uskali Mäki (ed.), The Handbook of Economic Methodology, chapter 36, Edward Elgar Publishing.
    17. Sherry, John F, Jr, 1990. "A Sociocultural Analysis of a Midwestern American Flea Market," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 13-30, June.
    18. Bridges, Eileen & Florsheim, Renée, 2008. "Hedonic and utilitarian shopping goals: The online experience," Journal of Business Research, Elsevier, vol. 61(4), pages 309-314, April.
    19. Martin, Jillian & Mortimer, Gary & Andrews, Lynda, 2015. "Re-examining online customer experience to include purchase frequency and perceived risk," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 81-95.
    20. Changsu Kim & Weihong Zhao & Kyung H. Yang, 2008. "An Empirical Study on the Integrated Framework of e-CRM in Online Shopping: Evaluating the Relationships Among Perceived Value, Satisfaction, and Trust Based on Customers' Perspectives," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 6(3), pages 1-19, July.
    21. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    22. Kim, Myung-Ja & Chung, Namho & Lee, Choong-Ki, 2011. "The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea," Tourism Management, Elsevier, vol. 32(2), pages 256-265.
    23. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    24. Hoffman, Donna L. & Novak, Thomas P., 2009. "Flow Online: Lessons Learned and Future Prospects," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 23-34.
    25. Ellinger, Alexander E. & Daugherty, Patricia J. & Plair, Quentin J., 1999. "Customer satisfaction and loyalty in supply chain: the role of communication," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 35(2), pages 121-134, June.
    26. Philippe Aurier & Yves Evrard & Gilles N'Goala, 2004. "Comprendre et mesurer la valeur du point de vue du consommateur," Post-Print hal-02023028, 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. Mehak Goyal & Pankaj Deshwal, 2023. "Online post-purchase customer experience: a qualitative study using NVivo software," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3763-3781, August.
    2. Adam Sadowski & Karolina Lewandowska-Gwarda & Renata Pisarek-Bartoszewska & Per Engelseth, 2021. "A longitudinal study of e-commerce diversity in Europe," Electronic Commerce Research, Springer, vol. 21(1), pages 169-194, March.
    3. McLean, Graeme & Osei-Frimpong, Kofi, 2019. "Chat now… Examining the variables influencing the use of online live chat," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 55-67.
    4. Fernandes, Semila & Panda, Rajesh & Venkatesh, V.G. & Swar, Biranchi Narayan & Shi, Yangyan, 2022. "Measuring the impact of online reviews on consumer purchase decisions – A scale development study," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Daniel A. Sanchez-Loor & Wei-Shiun Chang, 2023. "Experimental study of the effects of structural assurance, personal experiences, and product reviews on repurchase behavior in e-commerce platforms," Electronic Commerce Research, Springer, vol. 23(3), pages 1971-2010, September.
    6. Drăgan, George Bogdan & Ben Arfi, Wissal & Tiberius, Victor & Ammari, Aymen, 2023. "Gravitating exogenous shocks to the next normal through entrepreneurial coopetive interactions: A PLS-SEM and fsQCA approach," Journal of Business Research, Elsevier, vol. 157(C).

    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. Barari, Mojtaba & Ross, Mitchell & Surachartkumtonkun, Jiraporn, 2020. "Negative and positive customer shopping experience in an online context," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    3. Arijit Bhattacharya & Manjari Srivastava, 2020. "A Framework of Online Customer Experience: An Indian Perspective," Global Business Review, International Management Institute, vol. 21(3), pages 800-817, June.
    4. Tyrväinen, Olli & Karjaluoto, Heikki & Saarijärvi, Hannu, 2020. "Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    5. Michaud Trevinal, Aurélia & Stenger, Thomas, 2014. "Toward a conceptualization of the online shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 314-326.
    6. Aurélia Michaud-Trévinal & Thomas Stenger, 2014. "Toward a conceptualization of the online shopping experience," Post-Print hal-01743643, HAL.
    7. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "Insights and anatomy of brand experience in app-based retailing (eRBX): Critical play of physical evidence and enjoyment," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    8. Rose, Susan & Clark, Moira & Samouel, Phillip & Hair, Neil, 2012. "Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes," Journal of Retailing, Elsevier, vol. 88(2), pages 308-322.
    9. Morone, Andrea & Nemore, Francesco & Schirone, Dario Antonio, 2018. "Sales impact of servicescape's rational stimuli: A natural experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 256-262.
    10. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    11. Lova Rajaobelina & Isabelle Brun & Sandrine Prom Tep & Manon Arcand, 2018. "Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 141-152, December.
    12. Vianney Judith Robledo Herrera & Elena Patricia Mojica Carrillo & Sofía Elba Vázquez Herrera & Fernando Rey Castillo Villar, 2020. "Influence of Experiential Marketing on Online Engagement of the Consumer in the Fashion Industry in the City of Aguascalientes," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(4), pages 1-8.
    13. Peter H. Bloch & Omid Kamran-Disfani, 2018. "A framework for studying the impact of outdoor atmospherics in retailing," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 195-213, December.
    14. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    15. Inès, Gicquel & Herbert, Castéran, 2016. "Linking usage and shopping: How value experiences can distinguish consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 165-174.
    16. Ben Mimoun, Mohammed Slim & Poncin, Ingrid, 2015. "A valued agent: How ECAs affect website customers' satisfaction and behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 70-82.
    17. Flacandji, Michaël & Krey, Nina, 2020. "Remembering shopping experiences: The Shopping Experience Memory Scale," Journal of Business Research, Elsevier, vol. 107(C), pages 279-289.
    18. Gao, Wei & Li, Wenqian & Fan, Hua & Jia, Xingping, 2021. "How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    19. repec:dau:papers:123456789/6813 is not listed on IDEAS
    20. Larissa Becker & Elina Jaakkola, 2020. "Customer experience: fundamental premises and implications for research," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 630-648, July.
    21. Cachero-Martínez, Silvia & Vázquez-Casielles, Rodolfo, 2021. "Building consumer loyalty through e-shopping experiences: The mediating role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

    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:spr:intemj:v:15:y:2019:i:2:d:10.1007_s11365-019-00564-x. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.