Drivers and Outcomes of Online Customer Experience-A Conceptual Framework

Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company. Customer experience in the online context has received inadequate attention both from the academics and professionals, although online shopping has become pervasive. Existing sporadic literature on customer online experience (COE) did not focus on customer experience throughout the entire purchase process covering all the touch points. This paper aims to explore the concept of COE and proposes a conceptual framework identifying the drivers’ corresponding to the stages of the purchase process that may affect customers’ cognitive and affective experiences. Further, the paper considers two outcome variables namely customer delight and e-WOM. Customer delight has not received adequate attention in the existing literature, although customers often feel devoted to spend time in online. Finally, the paper highlights theoretical and managerial implications of the research followed by the avenues for future research