Online customer experience: a review based on theories
by Mehak Goyal; Pankaj Deshwal
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 21, No. 1/2, 2024

Abstract: The purpose of this study is to classify and summarise the online customer experience research (hereafter OCE), determine the theoretical perspectives that are used to conceptualise it, and to present advance theoretical framework that can be used in future research in this domain. The article reviewed a set of 100 research articles in online customer experience research with respect to various theories and approaches applied. 328 research articles, which are published during 2000-2022 were collected from Scopus database out of which 100 were chosen for critical review. Literature on OCE perceives on various levels and presents two approaches: static and dynamic level, which further expands into relationship and techno-ship levels in this review. Additional theories and framework such as consumer culture theory, assemblage theory are suggested to better understand the holistic nature of OCE. To the knowledge of the authors, it is the first of its kind to attempt to critical review the theoretical perspective of OCE research. This study addresses two relevant research gaps. First, no study focuses on both organisational as well as customer perspectives. Second, there are various unexplored theories and approaches, which can better explain the OCE domain.

Online publication date: Mon, 19-Aug-2024

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com