电子商务企业在线客户体验管理研究

随着IT技术的发展,电子商务活动中对客户资源的管理从粗放走向了精细化,强调顾客购物体验已经成为商务可持续发展的重要内容。本文首先分析了电子商务网购行为体验的特征,然后提出了实施体验管理的原则和方法,并为电子商务企业实施客户体验管理提供了建设性的策略和建议。     

企业O2O模式下客户满意度的系统动力学建模与仿真

近两年O2O商业模式发展迅速,其将线下的商务机会与互联网结合,为顾客提供更良好的购物体验。越来越多的企业开始实施O2O模式,以促进自身更好发展。本文运用系统动力学的理论和方法,建立O2O模式下客户满意度的系统动力学模型,并采用采用Vensim PLE软件对模型进行仿真,分析价格水平、企业投资比例以及线上线下整合对客户满意度和企业经营成果的影响。     

浅析当前电子商务应用呼叫中心的必要性

在电子商务不断深入发展的今天，成功的电子商务企业中，呼叫中心的作用至关重要。由于一些网上商店不能提供完善及专业的客服，使很多消费者常会遭遇不愉快的网上购物体验，从而降低了客户在该网店的重复购买率。因此，选择适合自己的呼叫中心便成了电子商务企业发展的关键一环。不管企业规模的大小，呼叫中心都可以帮助其提升销售效率和用户体验。     

苏宁易购网络营销策略研究

随着网络信息技术的快速发展,网络营销为企业发展带来了更多的商机。在简单分析目标市场定位不够明确,客户实际体验相关不足以及网络系统管理存在漏洞等,苏宁易购网络营销中存在问题的基础上,提出基于客户实际需求,提升品牌忠诚度;展现自身发展特色,方便消费者购物以及线上线下有效融合,优势互补实现共赢等相关建议。     

基于消费者体验的在线购物价值研究

伴随着在线零售的迅速发展,在线购物体验及其衍生的购物体验价值日益受到学术界和实务人士的重视。基于消费者体验视角,本文考察了在线购物体验的四个维度,即感官体验、实用体验、认知体验与关系体验,识别出在线购物体验价值的四种类型,包括经济性价值、社会性价值、享乐性价值以及利他性价值——本研究证实的一种新的购物体验价值,发现消费者感知的在线购物体验会正向影响购物体验价值,后者又会对在线购物意向产生正向影响。研究还发现,性别、互联网经验、网购年龄及网购频率会影响消费者的在线购物体验及体验价值感知。     

电视购物企业数据被盗用情况严重

2009年5月份以来，中国商业联合会媒体购物专业委员会陆续接到众多电视购物企业的申诉，反映企业的客户数据被盗用情况非常严重，导致企业蒙受巨额经济损失。经中商联媒体专业委初步了解，发现此类案件正大面积在电视购物企业中发生。这些企业既包括不少电视台购物频道，也包括不少知名电视购物企业，以及一大批中小电视购物企业。现仅举几例：     

网购冲击下的中国传统零售业发展之路探析

随着中国加入国际互联网，我国的网络零售业得到了长期有利的发展，中国网购规模发展迅速，但是网购并不能取代传统零售业，两者并不是替代关系。面对网购冲击，中国传统零售业将日趋向大型的实体体验店转型，通过强化消费者购物体验和全渠道给予客户无缝式购物体验在市场中获得一席之地。     

网站体验对初始信任的影响机制研究

结合TAM模型和心流体验理论,分析网站体验对初始信任的影响机制。依据402份样本数据,运用结构方程模型检验假设,发现:客户购物乐趣和认知集中可通过感知有用性和感知易用性促进初始信任形成。     

在线购物体验研究综述

随着体验式购物时代的到来,在线购物体验在在线购物中扮演着越来越重要的角色。大量实证研究表明,在线购物体验的好坏严重影响着在线商家的收益,甚至决定在线购物平台的存亡。本文基于著名电子期刊数据库Emerald、Science Direct、Wo S、Cnki内的相关文献,通过对在线购物体验的相关文献进行检索,分别从在线购物体验的组成要素、影响在线购物体验的因素和在线购物体验产生的影响这三个方面介绍了在线购物体验的现有研究成果,并对相应研究成果进行总结与述评。随后在此基础上提出进一步研究方向,认为未来可以从以在线购物体验为核心的用户体验式设计和基于消费者行为分析的在线购物体验研究这两个方面进行。     

B2C移动购物用户体验和客户端应用设计分析

用户体验在B2C移动购物中变得日益重要。本文从中国电子商务研究中心发布的〈〈2012年度中国电子商务市场数据监测报告》中选取了10家电子商务企业推出的移动购物客户端应用作为分析样本,通过对样本的功能及购物流程进行深度分析,抽象并提取出了B2C移动购物全部用户体验的主要组成部分,以能有助于电子商务企业促进用户的移动购物体验。论文同时对其中的3c产品类客户端开发提出了一般性的建议,并特别对其中的两款应用在认知决策方面给出了针对性的改进建议。     

Enhancing playful customer experience with personalization

Retailers develop personalized websites with the aim of improving customer experience. However, we still have limited knowledge about the effect of personalization on customer experience and the underlying processes. With a lab experiment, this research specifically examines the effect of actual personalization and perceived personalization on playful customer experience using both subjective and objective measures, with the support of eye-tracking techniques. We show that personalization, regardless of whether it is perceived or not, enhance the playful customer experience of a retailing website. In addition, we highlight the presence of two concomitant processes. Content needs to be perceived as personalized to influence the subjective playful customer experience, but actual personalization does influence objective playful customer experience. Although customers spend the same time on the website, they focus more of their attention on their favorite products when content is personalized. Such focused attention leads them to select their favorite products for purchase.     

Customer Experience Management in Retailing: An Organizing Framework

Survival in today's economic climate and competitive retail environment requires more than just low prices and innovative products. To compete effectively, businesses must focus on the customer's shopping experience. To manage a customer's experience, retailers should understand what “customer experience” actually means. Customer experience includes every point of contact at which the customer interacts with the business, product, or service. Customer experience management represents a business strategy designed to manage the customer experience. It represents a strategy that results in a win-win value exchange between the retailer and its customers. This paper focuses on the role of macro factors in the retail environment and how they can shape customer experiences and behaviors. Several ways (e.g., promotion, price, merchandise, supply chain and location) to deliver a superior customer experience are identified which should result in higher customer satisfaction, more frequent shopping visits, larger wallet shares, and higher profits.     

Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider

Although previous research has highlighted that virtual reality (VR) technologies can enhance customer experience, the efficacy of VR technologies in real estate remains unclear. Therefore, this study examines the effects of offering consumers a non-immersive VR experience via a widely available technology, that allows them to view real estate products. Participants accessed the website of a real estate agency that presented apartments through either static photos or interactive 360° visits. The latter condition was associated with better “visiting” experiences and more positive attitudes toward both the products and the agency. This study highlights the advantages of such technologies in enhancing customer experience and attitudes, particularly in the highly competitive real estate industry.     

How to Align your Brand Stories with Your Products

The role of stories and their influence on communication have been widely discussed, yet despite recent advances, the elements that constitute a good brand story and their alignment with product types remain unclear. This study uses four between-subjects experiments to test hypotheses pertaining to the appropriate stories for both search and experience products. Authenticity, conciseness, reversal, and humor are generally useful in engaging readers, though brand story elements influence customer attitudes differently for search versus experience products. Authenticity is more important for experience than search products; conciseness has a significant influence on brand attitude only for search products; reversal is more critical to improve brand attitude for experience than search products; and humor exerts a relatively greater influence for search than for experience products. These findings provide insights for marketers who want to design brand stories that align with their products.     

What drives retailer loyalty? A meta-analysis of the role of cognitive,affective, and social factors across five decades

Today's retailers face significant competition due to the proliferation of both retail formats and channels. It is crucial for retailers to understand how to develop a loyal customer base for competitive advantage. To this end, we conducted a meta-analysis of 1,908 effect sizes from 319 studies on retailer loyalty over the last 50 years, to examine the impact of cognitive, affective, and social retail experience on customer loyalty toward a retailer. Our analysis shows that affective experience became more important over time and had the highest impact on retailer loyalty, 24% more than that of social drivers and 50% more than cognitive drivers. Affective experience is particularly impactful online and for retailers of hedonic or low-involvement products. Social drivers increased significantly in impact over time too. Its effect was particularly strong on attitudinal loyalty, for studies with a higher proportion of females, and surprisingly, in utilitarian rather than hedonic retail contexts. Taken together, our findings suggest that traditional cognitive differentiators such as price and product assortment are no longer sufficient for maintaining customer loyalty to a retailer. Positive affective and/or social experience represent a more defensible path toward customer loyalty.     

参与强度与顾客体验间的调节机制研究——基于集体参与视角

顾客参与企业的产品或服务的生产已经成为近年来学者们的关注热点,虽然目前从个体视角对顾客参与共同生产的研究成果颇丰,但仍然缺少集体层面的研究,特别是涉及顾客参与强度的研究并不多。文章从集体参与的视角探讨顾客参与强度对顾客体验的影响,并研究了关系价值和感知胜任力两个变量对顾客参与强度与顾客体验关系的影响。研究结果发现顾客参与强度会对顾客体验产生消极影响,而关系价值和感知胜任力能够弱化这种消极影响。     

The investigation on dimensions of e-satisfaction for online shoes retailing

Purpose—Online retailing has become a standard component in companies' multi-channel structure. This trend also involves an increasing number of experience attribute dominated products, which traditionally rely on brick-and-mortar retailers. These manufacturers have started to open their own online retail stores. This study identifies the key determinants of e-satisfaction at different stages of shoes online shopping process.Design/methodology/approach—We collect consumers' reviews about their online shopping experiences from online review websites. We use both qualitative and quantitative approaches to analyze the dataset, and investigate the complete process of consumers' e-tailing experiences.Findings—this research identifies the two key factors driving e-satisfaction of purchasing experience attribute dominated products online: product selection and customer service. In particular, our findings show that product selection is critical for e-satisfaction in the pre-purchase stage, and that customer service is more important in the post-purchase stage. Lastly, the study finds that manufacturers' websites often receive more negative reviews because of their poor service recovery strategies in the post-purchase period.Research limitations/implications—This study emphasizes the importance of adopting a dynamic approach by considering various stages of the consumer's online shopping experience. This study focuses on one specific experience good; the shoe industry.Practical implications—The results of this study are invaluable to firms interested in providing experience attribute dominated products online. Our findings indicate that product selection and especially post-purchase service are critical for a successful e-tailing.Originality/value—This paper emphasizes the importance of taking a dynamic view to investigate consumer's e-tailing experience. We adopt both qualitative and quantitative approaches in our study.     

Product development benchmarking versus customer focus in applications of quality function deployment

The study explores the tradeoff between efforts to benchmark on product-development practices and be customer focused in the implementation of a quality-improvement method. The results of a survey of thirty-three firms' experience with quality function deployment (QFD) reveal that benchmarking on how competitors, peers, or role models develop products facilitates process improvement but hinders customer focus. Smaller firms are also shown to gain more customer focus and process-improvement benefits from QFD than larger firms.The authors gratefully acknowledge the support of the Office of Manufacturing Management Research, the National Quality Research Center, and the Manufacturing Forum at the University of Michigan's School of Business Administration as well as the kind assistance of the American Supplier Institute for making this study possible.     

Measuring customer experience in service: A systematic review

The aim of this systematic review is to identify how customer experience in the service sector has been measured in relevant publications in the marketing field. A sample of 33 papers was collected from two electronic databases—the Web of Science (Thomson Reuters) and Scopus (Elsevier)—covering a large number of publications. After analyzing the articles and reviewing the customer experience literature, the following are our main contributions: (i) clarification of the concepts that appear in the literature review of customer experience in the service sector; (ii) classification of the variables, scales, and constructs related to customer experience in service; (iii) demonstration of the service experience as the preponderant construct that is used to measure customer experience in service; and (iv) proposal of a new dimension—the concept of ‘pre-experience’—to measure customer experience in service. These contributions can provide a more solid basis for measuring customer experience in service.