a study of the impact on brand loyalty of customer ... study of the impact on brand loyalty of...
TRANSCRIPT
1
A study of the impact on brand loyalty of customer experiences within the context of online
communities
2
Abstract
An online community is a valued business medium for companies in terms of disseminating
information and retaining customers. It is considered as a key strategy for online marketing
that can help to build brand loyalty effectively. Online customer experience is a fundamental
concept in understanding customers’ perceptions, attitudes and behaviour in online
communities. Online customer experience is an essential factor for e-marketers. Additionally
as a consequence of creating unique customer experiences, which is helping to attract repeat
purchases and differentiate a firm from its competitors (Pine and Gilmore, 1998). This study
discusses the underlying impacts of customers' interaction experience dimensions on brand
loyalty within the context of online communities. Particularly, this study examines the
influence of customers’ interaction experience dimensions on trust, satisfaction and brand
loyalty and whether this influence is mediated by customer satisfaction and trust. Few studies
have examined how customers' interaction experiences affect brand loyalty. Furthermore,
satisfaction and trust are expected to be antecedents to brand loyalty. Little studies have
pointed out the link between trust and satisfaction and how this link can facilitate to drive
brand loyalty efficiently within the context of online communities. This study proposes a
framework for testing the relationships between customers’ interaction experience
dimensions, satisfaction, trust and brand loyalty.
Keywords: customer experiences, online communities, pragmatic experience, hedonic
experience, usability experience and sociability experience.
3
1. Introduction
As a core objective of marketing activities, maintaining and enhancing brand loyalty have
been widely acknowledged (Aaker, 1991; Baldinger and Rubinson, 1996). Brand loyalty
value is self-evident for a company (Reichheld, 1996). With the growing importance of
online communities, such as Apple Inc (Macintosh, iPod, iPhone), researchers and marketers
have emphasized that an online community has an effective impact on participants’
experience. Participants’ experience helps to understand the strategic value of an online
community. An online community is a key for a company’s online marketing strategy that
can help to build brand loyalty effectively. Moreover, an online community enables
customers to interact with a company and among themselves.
Marketing activities have focused on success in the product marketplace by examining the
physical aspects of products and services such as quantity, quality, functionality, availability,
accessibility, delivery, price and customer support. Recently, marketing managers underline
the importance of creating value for their customers (Fudenberg, 2000; McAlexander et al.,
2002). The current orientation in marketing is to create positive and unique experiences for
the customers (Pine and Gilmore, 1998; Gilmore and Pine, 2002). A study by Shaw and Ivens
(2002) shows that about 85 per cent of business leaders approve those traditional elements
like price, delivery are no longer an effective business strategy .The new differentiator today
is customer experience.
Recently, the concept of customer experience has used as a key strategy for online marketing
that, can help to gain competitive advantages. Wherefore, this study seeks to examine the
impact of customer experience demotions on brand loyalty and whether that impact is
moderated by customers’ satisfaction and customers’ trust within the context of online
communities.
2. Research Background
2.1. Customer experience
The “Customer experience” concept has been studied across a range of business situations,
including online business, service delivery, tourism and retailing (Arnold et al. 2005; Bonnin
2006; Jones 1999; Quan and Wang 2004; Tsai 2005). Customer experience is defined as “the
internal and subjective response that customers have to any direct or indirect contact with a
company” (Meyer and Schwager, 2007, p. 118). Over the past few years, both marketers and
academics have showed an interest in the measurement and assessment of customer
experiences. Customer experience is considered as a psychological concept, which is a
comprehensive, subjective response developed from customer contact with companies. This
contact could include different levels of customer participation (Gentile et al 2007; Lemke et
al, 2011). Customer experience is used to enhance the competitive advantage that is difficult
to be imitated (Pine & Gilmore, 1998). As a consequence, an outstanding customer
experiences is critical to marketers in today’s global marketplace and can result in brand
awareness, gain customer loyalty and eventually increase profits (Gruen et al.,Michael, et al,
2006).
4
2.2Comparison between online and offline customer experience
There are several differences between the both online and offline customer experience. The
main difference is the degree of personal contact and the lack of face-to-face contact in online
context. The online context enables very rich information, whereas face-to-face might be
more limited. On the one hand, another main difference between the two contexts is the time
period. Customers can purchase, communicate and exchange information online at any time
and any place suite them, specifically with easy Internet access via mobile devices, whereas,
within the offline context it restricted by the opening hours of the company (Rose et al;
2011).
2.3Customer experience in online environment
The Internet has become one of the most significant and most commonly used
communication media. Customer experience in online environments is defined as the
“cognitive state experienced during navigation” (Novak, Hoffman, and Yung 2000, p. 22).
Tynan and McKechnie, (2009) consider that customer experiences in online environments as
a key issue to be managed. Blumler, (1979) Forgas (2000) assumes two main components to
measure human experience those are a cognitive component and an affective component.
Since the mid-1990s, a number of researchers have applied this two-dimensional experience
framework to investigate customer experiences in online environments, for instance in the
context of online shopping experience (Babin et al., 1994; Mathwick et al, 2001; Overby and
Lee, 2006; Bridges and Florsheim, 2008), Web browsing behaviour (Hoffman and Novak,
1996) and online retail behaviour (Jones et al., 2006; Noble et al., 2005). In general, these
studies focus on experience conceptualized as a monolithic construct such as consumer's
Internet experience or as a two-dimensional construct focusing on utilitarian/hedonic
dimensions only.
2.4Customer experience in online communities
The widespread of the Internet and the human demand to connectedness, knowledge,
entertainment and information have integrated new social forms such as online communities.
Rheingold (1993, p.30) defines the online community as “a social aggregation that emerges
from the Net with sufficient human feeling to form a web of personal relationships in
cyberspace”. Armstrong and Hegel (1996) mention that an online community is a
fundamental method of a company’s online marketing strategy that can help to build brand
loyalty effectively. There is a consequence of creating unique customer experiences in online
communities, which is helping to attract repeat purchases and differentiate a firm from its
competitors (Pine and Gilmore, 1998 Gummerus et al (2012) reference that customers, in
addition to be more satisfied and loyal, likewise experience relationship benefits from
engaging with the brand community. Nambisan and Nambisan (2008) examine customer
perception’s experiences dimensions within online communities, which include emotional
(flow), utilitarian and social interaction. More recently, Nambisan and Watt (2011) apply a
four-dimensional construct (online community experience) to capture customer experiences
in such online product communities and examine its influence on customer attitudes
regarding the product, the company and the quality of service.
2.5 Online brand loyally, trust and satisfaction
Brand loyalty has been considerably studied in business researches. Brand loyalty describe
the characteristic of consumers, who have a strong commitment to a brand; because they
view a brand as being more satisfactory than the alternatives ones and this evaluation is
5
reinforced through repeated use. Aaker (1999, P.25) defines brand loyalty as "the degree of a
consumer’s emotional attachment to a brand and suggests that it has six dimensions:
consumer willingness to repurchase, price premium, satisfaction rate, switching cost,
preference over brand, and commitment to brand". In an online community context Hee
young, et al (2008) argue that loyalty to brand can be influenced by many factors such as
customer’s participation and Web site management. Consumer participate in an online brand
communities, because the trustworthy information and experiences customers are likely to be
committed to the community, which leads to enhance brand loyalty (Hee young et al., 2008).
Trust: Trust is a cornerstone in terms of building a long-term business relationship and
partnership. Trust refers to the depth and assertion of feelings based on conclusive evidence
McKnight and Chervany, 2002). Uncertainty and risk are the necessary conditions that reveal
the value of trust (Moorman et al., 1993). Trust is defined as “expectation of the parties in a
transaction and a risk associated with assuming and acting on such expectation” (Deutsch,
1958). Chiou (2004) &Reichheld (2001) suggest that trust is an important antecedent of
loyalty, because it might help to attract new online customers and to retain existing ones
(Gefen et al., 2003a). Consumers’ perceived trust could affect customer satisfaction (Chiou,
2004), because trust is an important factor in consumer outcome evaluation. The trust
research literature assumes that there are differing views on the role of trust and its position
as an antecedent or consequence of experience. According to Yoon (2002) Trust weakens or
strengthens by experience. However, researchers identify that trust is an antecedent of
satisfaction (Grewal et al., 1999). Moreover, Ha and Perks (2005) indicate that trust is
influenced by consumers’ prior experiences and satisfaction Chiou (2004) point out that trust
affects loyalty and satisfaction directly and indirectly through perceived value. Ha and Park
(2006) find evidence to support a model of online purchase experience, which demonstrated,
trust to be an outcome of a number of attributes of the purchase environment.
Satisfaction: Satisfaction is overall level of customer pleasure and contentment resulting
from experience with the service (Hellier et al., 2003). Oliver (1997) defines satisfaction as
“the consumer’s fulfillment response. “It is a judgment that a product or service “provided a
pleasurable level of consumption-related fulfillment, including levels of under- or over-
fulfillment” (Oliver, 1997, p. 13). Customer should depend on their direct experience with the
technology to form perceptions of technology performance. Hence, user experience with IT
serves an antecedent of satisfaction, dissatisfaction response (Liqiong el al, 2010). In 1994,
Ganesan demonstrates that satisfaction is a positive affective reaction to an outcome of a
previous experience and is a central factor to succeed the business. Several researchers have
examined the relationship between satisfaction and brand loyalty. Accordingly, Bitner (1990)
indicates customer’s satisfaction has an indirect influence on brand loyalty, mediated by
perceived quality.
Additionally, brand loyalty is directly influenced by customer satisfaction. Satisfaction and
loyalty are not replacement for each other (Bloemer & Kasper, 1995; Oliver, 1999). It is
possible for a customer to be loyal without being highly satisfied. Research by Kennedy et al
(2001) shows that customer satisfaction is an antecedent of trust. Consequently, Szymanski
and Hise (2000) claim reflect the findings of Szymanski and Hise (2000) that position online
financial security as the second most important factor driving online satisfaction. Though,
with some notable exceptions, to date, empirical research that focuses on exploring the trust-
satisfaction link have largely been limited to studies (Furnell & Karweni, 1999;
Ratnasingham, 1998).
6
3. Research Gap
The importance of online communities in online business and commutation is increasing.
Additionally, the online business is contributing a large amount of economic action in the
marketing domain (Muniz & O’Guinn, 2001). Customers' interactions in such online
communities could help companies to improve products or services (Füller; el al, 2007).
Nambisan and Watt (2011) study how can manage customer experiences in online product
communities, propose a four dimensional construct of an online community experience to
help capture customer experiences in online communities and examine its impact on
customer attitudes regarding the product, the company and the quality of service. They argue
that there might be other possible impacts of customers’ interaction experience in online
communities on many others factors such as brand loyalty. There is a need to pay more
attention to study these potential impacts. A growing body of research in brand communities’
area (Lycos Quote.com case study) admit that building an online community has a positive
impact on improved brand loyalty. (Participate.com, 2001b) Moreover, this increased in
brand loyalty has measurable results for each consequence predicted in: affective, cognitive,
and behavioural.
Although there is a dynamic growth in managing and studying customer interaction
experiences within an online community, (Dholakia et al; 2004; Gruen et al; 2006;Nambisan
& Watt, 2011), it is critical for researchers and marketers to understand what are the customer
experiences dimensions of interaction in such online community and how customers'
perceptions about their interaction experience in the online community could impact their
loyalty. There have been many studies of the factors influencing loyalty, such as service
quality, product quality, information quality, corporate image, price and commitment
(Devaraj, et al 2001; Lee & Kim, 2005; Nguyen & Leblanc, 2001),nevertheless little work
combining brand loyalty with the online community concept. Therefore, the purpose of this
study is to address the gap in the literature concerning this area of research by developing and
empirically testing a model for experience dimensions of customer’s interaction experience in
an online community. Moreover, this study aims to point out the impact that customer’s
experience dimensions have on brand loyalty. In other words, the statement of the study
problem is what the dimensions of customer experiences are and what the impact of these
dimensions on brand loyalty? In addition, past research studies identify several dimensions
and sub-dimensions of customer experiences. However, further studies may provide benefits
in considering other dimensions like virtual experience (Guttentag, 2010). Therefore, this
study will examine the experience dimensions such as pragmatic experience, hedonic
experience, sociability experience, usability experience (Nambisan & Watt, 2011) and virtual
experience (Guttentag, 2010) and its impact on brand loyalty mediated by satisfaction (Hye,
2004) and trust (Yoon 2002), with a particular attention paid to brand loyalty as a final
dependent outcome of a great online customer experience.
Hye (2004) argue that experience has an impact on satisfaction yet there is only limited
research that looks specifically at this impact. Satisfaction is a positive affective reaction to
an outcome of a previous experience and is an essential factor enhancing business. (Ganesan,
1994). It considered as an important antecedent of brand loyally. According to Yoon (2002)
trust weakens or strengthens by experience. However, researchers identify that trust is an
antecedent of satisfaction (Grewal et al., 1999). Moreover, Ha and Perks (2005) assume that
trust is influenced by consumers’ prior experiences and satisfaction. Chiou (2004) point out
that trust affects loyalty and satisfaction directly and indirectly through perceived value.
7
Furthermore, Trust is proposed as another important antecedent of loyalty (Reichheld et al.,
2000). Szymanski and Hise (2000) claim that there is a need to more research into the range
of drivers of online satisfaction and in particular the trust-satisfaction link. In fact, like
comments appear pertinent regarding both business-to-business (Bauer et al., 2002) and
consumer (Sirdeshmukh et al., 2002).
For the reason, that customer interaction experiences in an online community is not mature
enough and identify several areas for further research. Nambisan and Watt (2011) indicate
that might be other possible impacts of customers’ interaction experience in online
communities should be considered for extend knowledge in an online community domain.
For the previous theoretical debate, the present study meets the strong recommendations by
considering the customer experience dominations impacts. Focuses on exploring the
customer interactions’ experiences and trust-satisfaction link have largely been limited to
studies (Furnell & Karweni, 1999; Ratnasingham, 1998) this study will apply trust and
satisfaction to be consequence variables that both independently and together have a direct
influence upon brand loyalty.
In summary, this study makes three major contributions:
1. It advances the extant online customers' interaction experiences literature by exploring the
role of key mediators between online community experience and brand loyalty
2. It provides further insights into the relationship between online customers' interaction
experiences and brand loyalty in an online community setting.
3. It establishes the role of trust and satisfaction in reinforcing the effect of on brand loyalty.
4. Research Aim
This study aims to investigate the dimensionality of customers' interaction experiences in the
online community and its impact on consumer satisfaction and trust. To test whether the
customers’ experience dimensions in such communities significantly impact brand loyalty
and whether this impact mediated by customer satisfaction and trust. Understand how
consumer satisfaction and trust contribute to build brand loyalty.
The aims of the study will achieve through the pursuit of the following objectives:
1. To identify the dimensions of online customer interactions’ experience and its impact
on brand loyalty.
2. To develop a conceptual framework that illustrates the relationships between online
customer interaction experience, consumer satisfaction and trust.
3. To investigate the impact of online customer interactions’ experience in an online
community on brand loyalty and whether, this impact mediated by customer satisfaction and
trust.
4. Describe implications that emerge from the current research for future studying in an
online community field.
5. To contribute to both literature on online communities and customer experience.
5. Research Questions
The research questions present below showing how the study objectives will integrate into
the current research.
8
1. What are the different experience dimensions associated with online communities that
have an impact on consumer satisfaction and trust?
2. What are the online customer interaction experience dimensions that contribute to a
positive influence on consumer satisfaction and trust?
3. What impact does the consumer satisfaction, trust have on the brand loyalty?
4. What directly impact does online customer interactions’ experience have on brand loyalty?
6. Research methodology
The Quantitative approach has a linear and logical structure. Hypotheses take the structure of
expectations about possible causal relation between the concepts identified in the hypotheses.
Therefore, the determination of the causal relations defined by the hypotheses supported or
rejected. The hypotheses will design to test the relations among the constructs. To investigate
the research hypotheses, a quantitative research method will employ in from a questionnaire
survey. The data will collect through an electronic questionnaire that will be designing and
setting available to customer who interacted and participated in an online community.
Moreover, this method will allow a rich context to conduct this research. Further, this will
clarify the impact of customers' perceptions about their interaction experience in the online
community on brand loyalty mediated by satisfaction and trust.
7. Research Framework and Hypothesis
9
1.1
Th
e C
once
ptu
al F
ram
ework
P
rag
ma
tic
Ex
pe
rie
nce
He
do
nic
Ex
pe
rie
nc
e
So
cia
bilit
y
Ex
pe
rie
nce
Us
ab
ilit
y
Ex
pe
rie
nce
Vir
tua
l E
xp
eri
en
ce
Sa
tis
fac
tio
n
Tru
st
Bra
nd
Lo
ya
lty
H1
b
H2
b
H1
c
H1
a
H3
b
H2
c
H3
c
H4
b
H4
c
H4
a
H5
c
H5
a
H3
a
H7 H8
H2
a
10
Based on the review of online customer experiences literature, the study will be proposed
initial conceptual framework and a set of hypotheses to test this framework as follows:
H1.Pragmatic
Experience H1a. Influences brand loyalty Positively.
H1b. Influences satisfaction Positively.
H1c. Influences trust Positively.
H2. Hedonic
Experience
H2a. Influences brand loyalty Positively.
H2b.Influences satisfaction Positively.
H2c. Influences trust Positively.
H3. Sociability
Experience
H3a Influences brand loyalty Positively.
H3b. Influences satisfaction Positively.
H3c. Influences trust Positively.
H4.Usability
Experience H4a. Influences brand loyalty Positively.
H4b. Influences satisfaction Positively.
H4c.Influences brand loyalty. Positively.
H5.Virtual
Experience H5a. Influences brand loyalty Positively.
H5b. Influences satisfaction Positively.
H5c.Influences trust Positively
H6.
Experience dimensions influence brand loyalty directly.
H7.
Trust influences brand loyalty positively.
H8. Satisfaction influences brand loyalty positively.
8. Conclusion
In summary, this paper set the foundations for the study by introducing the background and the
study gap together with the study aims, study questions, objectives and includes initial
framework and hypotheses. An explanation of the study methodology will be used is also
presented. The probable contributions of the study are highlighted. The current study tests the
conceptual model and hypotheses developed based on the existing literature. To accomplish the
study objectives, hypotheses are needed for the investigation of the effect of customer
Code Hypothesis
11
experience dimensions on brand loyalty. That must subsequently be tested through: (1) an
empirical study is used ‘quantitative approach’. An electronic questionnaire will be designed
and set available to customer who interacted and participated in an online community. SPSS
will be applied for statistical and analysis the data.
References
Arnold, M.J. Reynolds, K.E. Ponder, N. and Lueg, J.E. (2005) ‘Customer delight in a retail
context: investigating delightful and terrible shopping experiences’. Journal of Business
Research, 58, pp.1132–1145.
Babin, B. J. and Attaway, J. S. (2000) ‘Atmospheric affect as a tool for creating value and
gaining share of customer’, Journal of Business Research, 49, (2) pp. 91–99.
Babin, B.J. Darden, W.R., and Grifln, M. (1994)‘Work and /or fun: measuring hedonic and
utilitarian shopping value’, Journal of Consumer Research, 20,PP.644–760.
Bauer, H. H. Grether, M., and Leach, M. (2002) ‘Building customer relations over the
internet’. Industrial Marketing Management, 31, pp.155–163.
Bitner, M. J. (1990) ‘Evaluating service encounters: The effect of physical surroundings and
employee responses’, Journal of Marketing, 54, pp.69-82.
Bloemer, M.M. and Kaspe, H.D.P. (1995) ‘The complex relationship between consumer
satisfaction and brand loyalty’, Journal of Economic Psychology, 16, pp.311-329.
Bonnin, G. (2006) ‘Physical environment and service experience: an appropriation-based
model’, Journal of Services Research, 6, pp. 45–65.
Blumler, J. (1979) ‘The role of theory in uses and gratifications studies’, Communication
research, pp.9-33.
Bridges, E. and Florsheim, R. (2008) ‘Hedonic and utilitarian shopping goals: the online
experience’, Journal of Consumer Research, 61, pp.309–14.
Chiou, J. S. (2004) ‘The antecedents of consumers’ loyalty toward Internet service provider’,
Information & Management, 41, pp.685–695.
Chiu-Ping, H. Yi-Fang, C. and Heng-Chiang, H.(2012) ‘How experience-driven community
identification generates trust and engagement’, Online Information Review, 36, (1) pp. 72 –
88.
Christopher, M. and Schwager, A. (2007) ‘Understanding Customer Experience’, Harvard
Business Review, 85, pp.116–26.
Cova, B. (1997) ‘Community and consumption: Towards a definition of the linking value of
product or services’, European Journal of Marketing, 31, (3) pp.297 – 316.
Crosby, L.A. Evans, K.R. and Cowles, D. (1990) ‘Relationship quality in services selling: an
interpersonal influence perspective’, Journal of Marketing, 54 (3), pp. 68-81.
12
Deutsch, M. (1958) ‘Trust and suspicion’. Journal of Conflict Resolution, 2, pp.265–279.
Devara, j. S. Matta, K. and Conlon, E. (2001) ‘Service quality and product quality:
Antecedents of customer loyalty in the automotive industry’, Production and Operations
Management, 10,(4)pp.424-439.
Dholakia, U. Bagozzi R. and Pearo, L,K. (2004) ‘A social influence model of consumer
participation in network and small group virtual communities’, International Journal of
Research in Marketing, 21 pp.241–63.
Forgas, J.P, editor. (2000) Feeling and thinking: affective influences on social cognition.
NewYork, Cambridge University Press.
Füller, J. Jawecki, G. and Mühlbacher, H. (2007). ‘Innovation creation by online basketball
communities’, Journal of Business Research, 60 ,(1) pp. 60-71.
Furnell, S. M. and Karweni, T. (1999) ‘Security implications of electronic commerce: A
survey of consumers and businesses’, Internet Research: Electronic Networking Applications
and Policy, 9, (5) pp. 372– 382
Gans, N. (2002) ‘Customer loyalty and supplier quality competition’, Management Science,
48,(2) pp. 207–221.
Gefen, D. Karahanna, E. and Straub, D. (2003a) ‘Inexperience and experience with online
stores: The importance of TAM and trust’, IEEE Transactions on Engineering Management,
50 ,(3)pp. 307–321.
Gentile, C.Spiller, N. and Noci, G. (2007) ‘How to sustain the customer experience: an
overview of experience components that co-create value with the customer’, European
Management Journal, 25, pp.395–410.
Gruen T.W. Osmonbekov, T.and Czaplewski A.J. (2006) ‘eWOM: the impact of customer-
to-customer online know-how exchange on customer value and loyalty’, Journal of Business
Research, 59,(4)pp.449–56.
Grewal, D. Hardesty, D.M. and Iyer, G.R. (2004) ‘The effects of buyer identification and
purchase timing on consumers’ perceptions of trust’, price fairness, and repurchase
intentions, Journal of Interactive Marketing, 18, ( 4)pp. 87-100.
Guttentag, D.A. (2010) ‘Virtual Reality: Applications and Implications for Tourism’,
Tourism Management, 3, (15) pp. 637–651.
Gummerus, J. Liljander, V .Weman, E. and Pihlstro¨m, M.(2012) ‘Customer engagement in
aFacebook brand community’Management Research Review, 35 ,(9)pp. 857-877.
Ha, H.Y. and Perks, H. (2005) ‘Effects of consumer perceptions of brand experience on the
web: brand familiarity, satisfaction and brand trust’, Journal of Consumer Behaviour, 4,
pp.438–452.
Hagel, J. and Armstrong, A.G. (1997) ‘Net Gain: Expanding Markets through Virtual
Communities’, Cambridge, MA: Harvard Business School Press.
13
Hellier, P.K., Geursen, G.M., Carr, R.A. and Richard, J.A. (2003), “Customer repurchase
intention: a general structural equation model”, European Journal of Marketing, 37(11-12),
pp. 1762-800.
Hoffman, D. L. and Novak, T.P. (1996) ‘Marketing in computer-mediated environments:
conceptual foundations’, Journal of Marketing, 60, (3) pp.50–68.
Hyer, K. (2004) ‘Developing an index of online customer satisfaction’, Journal of Financial
Services Marketing, 10, (1) pp. 49–64.
Jones, M.A. (1999) ‘Entertaining shopping experiences: an exploratory investigation’,
Journal of Retailing and Consumer Services, 6, pp.129–139.
Kennedy, M.S., Ferrell, L.K., & LeClair, D.T. (2001) ‘Consumers’ trust of salesperson and
manufacturer: an empirical study’, Journal of Business Research, 51,pp.73-86.
Kumar, N., Lang, K.R.and Peng, Q. (2005) ‘Consumer search behaviour in online shopping
environments’,E-Service Journal, pp.87–102.
Kotler, P. Armstrong, G. and Frank, G (1989) ‘Principles of Marketing. 4th ed. Englewood
Cliffs, NJ: Prentice Hall
Lee, J.Y. and Kim, Y.G. (2005) ‘The effects of community characteristics on customer
commitment and loyalty in the online consumer community In Korea’, Society of
Management Information System Conference, pp.841–848.
Lemke, F. Moira, C. & Hugh, W. (2011) ‘Customer Experience Quality: An Exploration in
Business and Consumer Contexts using Repertory Grid Technique’, Journal of the Academy
of Marketing Science, 39, (6) pp.846–69.
Liqiong ,D. Douglas, E. T. Gehling, R.and Prince, B.(2010) ‘User experience, satisfaction,
and continual usage intention of IT’, European Journal of Information Systems ,19, pp.60–
75.
Mathwick, C. Malhotra, N. and Rigdon, E. (2001) ‘Experiential value: conceptualization,
measurement,and application in the catalog and Internet shopping environment’, Journal of
Retailing,77,pp.39–56.
Muniz, A.M. and O’Guinn, T.C. (2001) ‘Brand communities’, Journal of Consumer
Research, pp.274-412.
Nambisan, S. and Baron, R.A. (2009) ‘Virtual customer environments: texting a model of
voluntary participation in value co-creation activities’, Journal of Product Innovation
Management, 26,pp.388-406.
Meyer,C and Schwager, A.(2007) ‘Understanding Customer Experience’, Harvard Business
Review, 85, pp.116–26.
Nambisan, P.and Watt, J.H. (2011) ‘Managing Customer Experiences in Online Product
Communities’, Journal of Business Research, 64, (8)pp.889–895.
Nguyen, N. and Leblanc, G. (2001) ‘Corporate image and corporate reputation in customer’s
retention decisions in services’, Journal of Retailing and Customer Services, 8, (4) pp.227–
236.
14
Noble S.M.Griffith, D.A.Weinberger, M.G. (2005) ‘Consumer derived utilitarian value and
channel utilization in a multi-channel retail context’, Journal of Business Research, 58, (12)
pp.1643–51.
Novak, T.P.Hoffman, D.L, and Yung, Y.F. (2000) ‘Measuring the customer experience in
online environments: a structural modeling approach’, Marketing Science, 19, (1)pp.22–42.
Overby, J.W. Lee, E.J. (2006) ‘The effects of utilitarian and hedonic online shopping value
onconsumer preference and intentions’, Journal of Consumer Research, 59,pp. 1160–6.
Quan, S. and Wang, N. (2004). ‘Towards a structural model of the tourist experience: an
illustration from food experiences in tourism.’ Tourism Management,25, pp.297– 305.
Rheingold, H. (1993) ‘The Virtual Community: Homesteading on the Electronic Frontier’,
Addison-Wesley, Reading, MA. Online communities, pp.391.
Reichheld, F. F. (2001) ‘Lead for loyalty’. Harvard business review, pp.76–84.
Rose, S. Clark, M. and Samouel ,P.,and Hair,N.( 2012) ‘Online Customer Experience in e-
Retailing: An empirical model of Antecedents and Outcomes’, Journal of Retailing, 88,
pp.308–322.
Rose, S. Neil, H. and Moira, Clark. (2011) ‘Online Customer Experience: A Review of the
Business-to-Consumer Online Purchase Context’, International Journal of Management
Review, 13, (1) pp. 24–39.
S. H. Hsu. (2008) Expert Systems with Applications, 34 pp.3033–3042
Shaw,C., Ivens,J (2002) Building Great Customer Experiences. Palgrave Macmillan.
Sirdeshmukh, D. Singh, J and Sabol, B. (2002) ‘Consumer trust, value, and loyalty in
relational exchanges’, Journal of Marketing, 66, pp.15–37.
Szymanski, David M. and Hise, R. T. (2000) ‘E-Satisfaction: An initial examination’,
Journal of Retailing, 76, (3) pp. 309–322.
Tynan, C.and Sally, M. (2009) ‘Experience Marketing: A Review and Reassessment’,
Journal of Marketing Management, 25, (56) pp. 501–17.
Wu J.J, Chen, Y, H. andChung, Y, S (2010) ‘Trust factors influencing virtual community
members: A study of transaction communities’ Journal of Business Research, 63 pp.1025–
1032.
Yoon, S. (2002) ‘The antecedents and consequences of trust in online-purchase decisions’,
Journal of Interactive Marketing, 16, (2) pp.47-63.
------------------------------------------------------------------------------------------------