实证分析跨境电子商务客户体验影响因素

当前,跨境电子商务在我国迅速崛起,要在社会竞争中立于不败之地,就必须站在广大消费者的角度上,关注客户体验。本文将注重对跨境电子商务的特点进行有效分析,并从信息、物流以及资金等方面探究客户的体验维度,进而采用问卷调查法实行实证分析,结果发现客户的职业、年龄以及国别对客户的电子商务体验有着明显的影响作用。     

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。     

关于电子商务网络用户体验的探讨

电子商务网络用户体验的内容、形式和提高用户体验的方法。查阅相关文献资料运用最佳行为体验(FLOW)的相关理论调查分析个别行业的用户体验。用户体验高的电子商务网络开发不仅可以为客户提供便捷的服务也在无形中提升了企业的销量。     

跨境电商中运用商务英语文化提高客户满意度

以客户消费体验和满意度为基本出发点,分析跨境电子商务背景下客户满意度的含义及其影响因素。主要从电子商务环境下商品跨境销售的三个阶段进行分析,包括销售前期:市场分析、消费者喜好研究、产品营销推广;销售中期:订单在线交流;销售后期:纠纷解决、商务英语谈判三个方面探究在跨境电商中如何利用商务英语专业知识全面提升客户服务体验和客户满意度。     

计算机虚拟客户在电子商务教学中的应用

电子商务教学过程中,如何加强学生的实践体验,如何让学生对电子商务形成直观印象始终是电子商务教学的一大难题。其中,最重要的一个方面在于,无法找到足够多的"客户"提供足够的交易和数据配合让学生进行电子商务的实习,。本文主要研究了通过计算机的模拟算法产生虚拟客户的方法,配合完成电子商务的实践教学环节。     

O2O跨境电子商务线下体验模式研究——基于LBS技术

本文讨论了现有O2O跨境电子商务线下体验模式存在的不足,主要表现在线下体验店地理位置偏远、产品种类单一、产品供求信息不对称等。针对这些问题,本文提出了一种基于LBS的O2O跨境电子商务的线下体验模式。该模式是商家利用LBS技术精准定位意向客户和已购该产品用户的实际地理位置,通过已购产品用户借助于抢单的形式为意向客户提供有偿服务。这种模式不仅极大地拓宽了线下体验的覆盖范围和提高了线下体验的效果,而且有效地降低了商家线下体验的成本,拓展了产品的销路,提升了产品的品牌效应。     

电子商务推荐系统的关联规则挖掘算法研究

通过关联规则推荐算法能够及时准确地计算出符合用户需求的商品,为客户提供良好的购物体验。论文对电子商务协同过滤推荐系统中的关联规则挖掘算法进行了分析与研究。     

体验营销在电子商务营销中的运用研究

体验营销是现代营销的重要手段,可以让消费者从感知、行为、情感、思维等各种体验过程中感受商品或服务,实现与消费者最完美的沟通.将体验营销运用于电子商务,可以使商家与消费者的主体地位得到体现,提高品牌的知名度、美誉度,培养客户的忠诚度.电子商务客户群体消费行为具有冲动性、消费需求强调品牌和个性化、消费需求强调体验至上等特点,有利于体验营销的开展及运用,但其与体验营销的融合存在着接触方式上的障碍、网络技术上的难题、内容提供上的困境等问题,可以从多种网络技术和线下服务的价值需求,多种沟通方式与线下服务的价值体现,多种产品体验与线下服务的价值发展,创新体验模式和信息传播等方面提高体验营销在电子商务中的应用水平,以促进电子商务的开展.     

基于关联规则的电子商务推荐系统模型研究

随着电子商务的快速发展，电子商务个性化推荐系统得到了广泛的应用。关联规则推荐算法能够及时准确地计算出符合用户需求的商品，为客户提供良好的购物体验。论文针对基于关联规则的电子商务推荐系统模型进行了研究。     

电子商务环境下的客户满意研究

本文首先阐述了电子商务与客户满意的内涵,接着分析了电子商务环境与客户满意的关系及影响客户满意的因素,最后提出在电子商务环境下如何有效提高客户满意度。     

How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics

Although a positive customer experience is known to be an important source of competitive advantage, it is unclear how customer experience can be effectively managed in an omnichannel setting. Drawing on goal theory, this study explores the effect of incongruity between online customer experience and offline customer experience on customer retention in an omnichannel context. It also examines the moderating effects of three channel characteristics: transparency, convenience, and seamlessness. Our hypotheses are tested with online survey data, and the results indicate that in an omnichannel context, customer experience incongruence has a negative effect on customer retention, but channel transparency, convenience, and seamlessness can effectively mitigate this negative effect. The findings have both theoretical implications for research related to omnichannel business and customer experience and practical implications for managers of omnichannel services.     

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.     

New Perspectives on Customer Relationships: How Relational Models Influence Customer Experience and How They Are Activated

Abstract

Much research has been conducted into the determinants of customer experience. However, these studies do not include relationship norms as a possible determinant of customer experience. Nevertheless, there are strong indications that the relationship norms used by a customer are an important factor in customer behavior and customer experience. The purpose of this paper is to investigate the influence of relational models on customer experience and to explain possible differences in presence of relational models. This paper describes the results of two studies. The first study focuses on the effects of relational models on customer experience. This first study shows that the type of relationship has a strong influence on customer experience in terms of consumption emotions, customer satisfaction, and recommendation intention. Knowing that differences in the presence of relational models have a strong influence on customer experience, a second study focuses on finding a possible explanation for the differences in the presence of relational models. We hypothesize that differences in the presence of relational models can be explained by how organizations approach their customers and how customers perceive the organization. Especially, the perceived organizational involvement and freedom of choice as perceived by the customer play an important role. The second study, therefore, focuses on the influence of perceived organizational involvement and freedom of choice on relational models. The study shows that organizational involvement and freedom of choice have a significant impact on the activation of relational models. The findings are interesting for organizations that want to improve customer experience.     

Negative and positive customer shopping experience in an online context

Underpinned by the Bagozzi and Dholakia (1999) goal setting and striving framework this research firstly develops a negative online customer experience model after which regulatory focus theory is used to compare this model with a positive online customer experience model. Analysis of responses from 201 respondents in the first study shows service failure causes negative affective and cognitive experience and has an impact on dissatisfaction and negative word of mouth in the online retailing context. Moreover, results of a second study among 200 respondents indicates that while customer priority in a successful shopping context is affective experience, in a service failure the customer priority moves from an affective to a cognitive experience. Similarly, compared to cognitive experience, affective experience has a higher impact on customer satisfaction and positive word of mouth in a successful shopping context, while in an unsuccessful shopping context cognitive experience has higher impact on dissatisfaction and negative word of mouth. The findings of this study contribute to customer experience management in both successful and unsuccessful shopping situations.     

新零售企业多渠道整合服务质量对重购意愿的影响--顾客涉入度的调节作用

采取线上线下多渠道整合的零售模式已成为新零售企业主流模式,顾客重购意愿是新零售企业重要竞争力之一,也是衡量多渠道整合服务实施效果的重要标准。通过构建以顾客体验为中介的多渠道整合服务质量对重购意愿影响概念模型,引入顾客涉入度作为调节变量,经过调查分析384名在同一新零售企业线上线下渠道有购物经历的消费者,研究结论如下:多渠道整合服务质量对重购意愿有显著积极影响;多渠道整合服务质量对顾客体验有显著积极影响;顾客体验对顾客重购意愿有显著积极影响;顾客体验在多渠道整合服务质量与重购意愿之间起部分中介作用;顾客涉入度在多渠道整合服务质量与顾客体验关系中起正向调节作用。研究结论拓展了多渠道整合服务质量对重购意愿影响的内在机理,明确了顾客体验在其中的重要中介作用,探明了顾客涉入度在多渠道整合服务质量影响顾客体验过程中的重要调节作用。新零售企业既可以通过多渠道整合服务质量提升顾客重购意愿,也可以通过极致的顾客体验提升重购意愿,而且通过加强顾客涉入度管理可有效提升顾客体验与重购意愿。     

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.     

What drives customer engagement after a service failure? The moderating role of customer trust

This study investigated the relationships between complaint handling, customer experience, and customer engagement, as well as the moderating effect of customer trust prior to a service failure. The results were obtained from 320 Indonesian consumers of courier, express, and parcel services. Favourable employee behaviour was found to be the most effective complaint handling effort that influenced customer experience, followed by organizational procedures and then compensation, indicating that positive customer experience led to customer engagement. Additionally, this study revealed that higher levels of customer trust prior to a service failure reduced the positive effects of complaint handling efforts on customer experience. This finding suggests that customers with higher levels of trust in a firm are less sensitive to that firm's complaint handling and recovery efforts. This article contributes to the literature on customer engagement in the service failure and recovery contexts, especially in developing countries. It examines the most influential complaint handling dimensions for predicting customer engagement following service failures. Furthermore, this study is one of the first to explore the moderating role of customer trust in service failure and recovery literature.     

A cross‐national validation of a new retail customer equity model

This study aims to examine retail customers of China and Korea with a view to understanding the differences in the effects of customer equity on perceived store loyalty. We built a modified model of retail customer equity incorporating three drivers of retail customer equity (experience equity, brand equity and relationship equity), and further substantiate the relationships among the three equity drivers. For this purpose, we measured the customer equity of large scale discount stores located in China and Korea. The result shows that experience equity and brand equity significantly influence customer loyalty, whereas relationship equity does not. The relationships among the three drivers of customer equity revealed that experience equity significantly affects both brand and relationship equities, but relationship equity does not significantly affect brand equity. Based on country level analysis, on Korean side the experience equity influences relationship equity, brand equity and store loyalty, whereas on Chinese side, experience equity influences relationship equity and brand equity,     

企业支持行为有利于顾客参与价值创造吗?——来自在线定制行业的实证分析

企业支持行为对顾客参与价值共创作用的研究主要聚焦于企业支持行为对顾客参与共创水平的影响,而对顾客参与和服务结果之间关系的作用分析较少,也忽视了在线共创情景中顾客对服务结果贡献归因的差异。本研究以归因理论为基础,探讨在线价值共创过程中企业支持行为的作用,通过322份在线定制行业的顾客问卷分析,得出结论:在线共创情景中,顾客参与通过增强体验价值来提高服务满意度;感知企业支持在顾客参与和体验价值之间有显著负向调节作用;顾客对自身参与表现的满意程度和感知企业支持在顾客参与和体验价值之间有显著的联合调节效应,即顾客对自身参与表现的满意程度弱化了感知企业支持的调节效应。