Title: Online customer experience: a review and research agenda

Authors: Mehak Goyal; Pankaj Deshwal

Addresses: Department of Management Studies, Netaji Subhas University of Technology, New Delhi, India ' Department of Management Studies, Netaji Subhas University of Technology, New Delhi, India

Abstract: Online customer experience (OCE) in simple terms is the perception made by the customer after interacting with a company's online touch points. This area is crucial for the marketers to form strategies and thus require meticulous research. This study evaluates the literature on OCE and creates a timeline for subsisting knowledge. It reviews the existing theories, approaches and methodologies applied and also present future directions to better understand the uncovered areas in this domain. As this review suggests, further research should focus on the other side of the coin that is how OCE varies in different sectors.

Keywords: customer experience; online customer experience; digitisation; FLOW; TAM; holistic experience; purchase journey; satisfaction; repurchase intention; trust.

DOI: 10.1504/IJIMA.2024.139340

International Journal of Internet Marketing and Advertising, 2024 Vol.20 No.3/4, pp.229 - 271

Received: 12 May 2021
Accepted: 08 Dec 2021
Published online: 01 Jul 2024 *

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