Exploring online customer experience: A systematic literature review and research agenda

Abstract

This review aims to examine the latest research on online customer experience (OCE), which can be defined as consumer's cognitive, emotional, and behavioral response to interactions between customer and company occurring through digital channels (e.g., websites, social media, mobile apps). To achieve this, we utilized a hybrid review approach that incorporates quantitative bibliometric analysis and qualitative systematic literature review techniques. We identified publication trends, prominent authors and outlets, and the evolution of research themes based on 141 articles published since the last systematic review 11 years ago. Our framework‐based review identified frequently studied antecedents, dimensions, and outcomes of OCE, and identified new themes related to m‐commerce and augmented/virtual reality. We also identified gaps in the current literature and proposed 14 areas of future research using the TCM framework.

A study on driving factors for enhancing financial performance and customer-centricity through digital banking

“…Lo Presti and Maggiore (2021) further elaborate on this concept by illustrating that the establishment of a consumer journey across several channels, both directly and indirectly, has a significant impact on the level of pleasure experienced by younger consumers in the realm of e-commerce. Kacprzak and Hensel (2023) extensively examine the factors, dimensions and results linked to OCE, with a particular focus on its connection to commerce and augmented/virtual reality technology. Koronaki et al (2023) suggest that there are still areas regarding how online interactions can influence desired customer behaviours.…”

Omnichannel shopping habit development

“…This attribute gains even greater significance within omnichannel shopping, where customization and personalization (Yin et al, 2022) utilize shoppers' past behaviours to offer tailored product recommendations, including personalized discounts and notifications. Augmented reality further amplifies this effect by diminishing uncertainties related to product quality and fit, while simultaneously providing hedonic value through the novel experience of emerging technologies (Kacprzak & Hensel, 2023;Massa & Ladhari, 2023;Thaichon et al, 2023;Yang & Hu, 2024). Moreover, the logical information shared on social media platforms triggers meaningful user responses through utilitarian and hedonic values (Pang, 2021).…”

“…Channel integration studies have explored omnichannel service use from the perspective of technical factors such as integration quality, channel choice, consistency, and so forth (Li et al, 2023; Phang et al, 2021). Recognizing monitoring, crafting, and managing customer experience as fundamental to an omnichannel firm's competitiveness (Gahler et al, 2023), the customer experience stream identifies the variety of experiences customers seek during their buying journey (Cuesta‐Valiño et al, 2023; Kacprzak & Hensel, 2023; Zhang et al, 2024; Zheng & Li, 2024). Existing studies emphasize the role of digital and physical touchpoints (e.g., Cui et al, 2022; Nguyen & Tran, 2023; Yang & Hu, 2024).…”