Evolving the online customer experience … is there a role for online customer support?

McLean, Graeme; Wilson, Alan

doi:10.1016/j.chb.2016.02.084

Cited by 117 publications

(92 citation statements)

References 60 publications

(48 reference statements)

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“…If successful, the individual then uses the information found and may either fully or partially satisfy the perceived need or, on the contrary, may fail to satisfy the need and have to reiterate the search process. Additionally, Mclean and Wilson (2016) highlight the time conscious nature of individuals during information search in a B2B context, illustrating that individuals who are unable to find information in a timely manner will abandon their search process. Kuhlthau's (1991) Information Search Process model offers stages that individuals go through during information seeking and highlights how the process develops over an extended period of time (Hearst, 2009).…”

Section: Information Searchmentioning

confidence: 99%

“…In addition, the researcher was able to observe and record the success of individuals obtaining the correct information in the search task. Thus, incorporating the time element as highlighted by McLean and Wilson (2016) and observing actual completions. See appendix 1 for all scale items and their corresponding sources.…”

Section: Measure Developmentmentioning

confidence: 99%

“…Customers operating in the online environment encounter numerous components capable of influencing their experience with the website (McLean andWilson, 2016, Martin et al, 2015;Rose et al, 2012, Hoffman and Novak, 2009). Genitle et al (2007 found that customers interpret different types of information on a website (text, imagery, video and audio) from both a cognitive and affective perspective with each format having an influence on the customer's online experience.…”

Section: Online Customer Experiencementioning

confidence: 99%

“…Online social interaction through the use of web 2.0 functionality and social media has received much attention from marketing researchers as tools that allow customers to collaborate, communicate, share and connect with each other, (Kaplan;Haenlein, 2010;Mayfield, 2008;O'Reilly's, 2005) yet limited research has explored the role of social interaction (sychronised communication) between customers and customer representatives in providing online customer support in relation to the customer experience (McLean and Wilson, 2016). Given the recent technological developments providing online communication, this paper aims to advance our understanding of the role of online communication in providing online customer support in relation to the customer experience within B2B websites.…”

Section: Introductionmentioning

confidence: 99%

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Investigating the online customer experience – a B2B perspective

McLean

2017

MIP

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Purpose This paper explores the online customer experience (OCE) within business-to-business (B2B) websites. The purpose of this paper is to understand the influence of website credibility and information quality on the OCE during search for information and services. In addition, this paper acknowledges the role of customer support within the offline environment and thus explores the potential role of online customer support during a customer’s online experience. Design/methodology/approach An online experiment was conducted with 195 participants along with an associated questionnaire for data capture. Three tasks were developed for participants which they had to complete on three different business advisory websites. The online experiment gave all participants the experience of using a business advisory website. In order to analyse the hypothesised relationships, structural equation modelling was used. Findings The results outlined that the credibility of the website and the quality of the information on the website have a significant effect on the OCE in a B2B context. The research highlights the need for online customer support with a service representative during search on a B2B website. The credibility of the website as well as the success of the search drives the need for online customer support. The lack of online customer support will result in customers becoming dissatisfied with their experience if they have an unsuccessful search. Practical implications Managers of B2B websites should acknowledge the importance of website credibility cues and information quality cues. Each of these variables drive the success of a customer’s search and in turn the customer’s impression of the experience. Additionally, managers ought to provide customers online support, through functions such as an online help desk or a live chat function, as those who have an unsuccessful search expect to be able to seek online support from a company representative, the same way as they would do in the offline environment. Online customer support can act as a service recovery tool for website providers. Originality/value Empirical research on the OCE within B2B websites is limited and somewhat out-dated. Due to technological advancements and changing customer expectations, this research has filled a knowledge gap on the OCE in a B2B perspective. Website credibility and information quality have been overlooked in previous research in relation to the OCE. In addition, this study outlines the need for online customer support resulting from the need to clarify information and the success of the search.

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Section: Information Searchmentioning

confidence: 99%

Section: Measure Developmentmentioning

confidence: 99%

Section: Online Customer Experiencementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Investigating the online customer experience – a B2B perspective

McLean

2017

MIP

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“…As one interviewed puts it: 2015) claim about the need to integrate channels to gain a seamless customer experience. Customers require a consistent, uniform, and integrated experience in all of the channels they use (McLean & Wilson, 2016). In addition customers want to use the channels they prefer, whenever they want to (Cao & Li, 2015;Lemon & Verhoef, 2016;Verhoef et al, 2015).…”

mentioning

confidence: 99%

Antecedents of Market Orientation in The Banking Sector During Its Digital Transformation

Haapio

Karjaluoto

Mero

2019

Humanizing Technology for a Sustainable Society

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Firms are under increasing pressure to remain relevant for their customers and need to rethink how to remain market-oriented in the digital age. This is evident in the banking sector where the traditional banks are gradually being challenged by digital native competitors and growing customer demands. Consequently, this study examines what it takes to be market oriented in the banking sector at the age of increasing digitalization. Specifically, we focus on developing the theory on the antecedents of MO and examine how banks can regain market orientation under changing market conditions. Although Market Orientation (MO) has been a widely studied concept that has been applied in numerous different contexts, the role of digitalization as the transformer of MO is not well understood. The main findings of this study indicate market orientation at the digital age is manifested as the firm's ability to offer seamless and valuable customer experience across all service channels. Realizing this ideal necessitates a low organizational structure, managerial understanding of data and technology usage, interdepartmental management of external partnerships, as well as a managerial mindset that is genuinely concerned about customer needs.

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The evaluation of customer experience using BP neural network‐taking catering O2O takeout

Pei

Xue

2019

Concurrency and Computation

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In China, catering O2O takeout develops rapidly; thus, there is the fierce competition in the catering O2O industry. More and more catering O2O takeout platforms focus on customer experience, especially service experience in distribution link, so it is extremely necessary to evaluate customer experience of catering O2O takeout in China scientifically and reasonably. This paper establishes a customer experience evaluation index system from the perspectives of O2O takeout platform, delivery staff, and distribution process. This paper uses the BP Neural Network Model to evaluate customer experience of catering O2O takeout, uses Principal Component Analysis to extract principal components as the input of BP neural network model, and uses the model of MATLAB Neural Network Toolbox to conduct the training simulation with customer experience data. The results show that the model can evaluate customer experience of catering O2O takeout. The analysis in this paper provides a new evaluation method of customer experience for catering O2O takeout in China.

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Evolving the online customer experience … is there a role for online customer support?

Cited by 117 publications

References 60 publications

Investigating the online customer experience – a B2B perspective

Investigating the online customer experience – a B2B perspective

Antecedents of Market Orientation in The Banking Sector During Its Digital Transformation

The evaluation of customer experience using BP neural network‐taking catering O2O takeout

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