Customer experience about service quality in online environment: A case of Iran

In recent years, regarding the turbulent and dynamic online markets, companies need to implement multifarious policies to be able to survive. They employ different technologies to enhance their core competencies. The pervasive impact of internet and online environment on customers directed many corporations to perceive online customer experience toward companies’ services as an unlikely hot topic. In this paper, it was aimed to develop a new framework to illustrate the relationship between service quality and customer experiences in the online environment in Iran. This study through reviewing literature extracted four dimensions of customer experience, namely Pragmatic Experience, Sociability Experience, Usability Experience, and Hedonic Experience. Subsequently, the data from 150 respondents in Tehran (Iran) were collected and the Multiple Regression Analysis was employed to show the impact of each variable on service quality. The result of R square of 0.596 shows that 59.6% of the customer value is affected by the four identified independent variables. Moreover, other results in coefficient table showed that Hedonic Experience and Pragmatic Experience in this model have the most and lowest impact respectively