Online customer experience (OCE) in clothing e-retail

Abstract

Purpose The purpose of this paper is to explore the dimensions of online customer experience (OCE) and their impact on satisfaction and loyalty in the clothing e-retail context. Furthermore, it explores the influence of gender on the OCE-satisfaction-loyalty chain. Design/methodology/approach OCE dimensions were drawn from the literature and then adapted and validated using two samples (217 – exploratory factor analysis, 651 – confirmatory factor analysis) of experienced online clothing shoppers in India. An analysis was done using structured equation modelling. Findings Six OCE psychological factors and four OCE functionality factors were revealed. Both OCE dimensions impact loyalty either directly or indirectly through satisfaction. Gender is observed to moderate the relationship among three OCE factors (e-distrust, e-negative beliefs and website interactivity) and satisfaction. Research limitations/implications The research results are limited to the factors related to each of the two OCE dimensions explored within the clothing e-retail context in India. Practical implications Clothing e-retailers need to focus on both the OCE dimensions to drive business sustenance. Furthermore, their OCE strategies should be in line with the gender-based differences highlighted by the study. Originality/value The study facilitates in the adaptation and validation of the OCE dimensions in the clothing e-retail category in an emerging market. While all factors associated with both OCE dimensions are important for driving satisfaction and loyalty, the study underscores the need for a higher focus on visual engagement by e-retailers in the given context. Gender moderates the OCE-satisfaction paths, but does not moderate the OCE-loyalty paths.

The Nature of Customer Experience and its Determinants in the Retail Context: Literature Review

“…However, various researchers [22,34] use those factors to operationalize CX. While the majority of researchers, for example Pandey and Chawla [27], used enjoyment to measure CX, other researchers used this factor as an antecedent [17]. It follows that there is little agreement on how to measure CX in retail and what drives it.…”

“…Specifically, researchers highlight a hedonic [16] and affective [17][18][19][20] experience, an emotional experience [21], positive in-shop emotions [22,23], feelings [24], and dominance, pleasure, and arousal [25,26]. Enjoyment is the most researched emotion [25,[27][28][29], and Foroudi et al [16] add the viewpoint of customers' recognition (e.g. a feeling of importance).…”

“…Several researchers also approach CX with a social or relational component such as the consumer's interaction with staff members [21,22,24,31]. Further, considering online CX in clothing e-retail context, Pandey and Chawla [27] additionally identify a psychological CX dimension which is positively influenced by e-logistic ease, and econvenience and negatively influenced by e-distrust, e-negative believes, and e-self inefficacy. They also find a functional dimension based on interactivity which is also identified by Roy et al [28], informativeness, visual engagement, as well as navigation and search ease.…”

Antecedents to Websıte E-Commerce Satısfactıon and Loyalty

“…The previous study has shown a positive relationship between perceptions of pleasure and online shopping attitudes, as well as customer emotions and satisfaction with the company (Verhagen and van Dolen, 2011;Lee et al, 2016). Furthermore, the level of customer satisfaction will lead to the level of customer loyalty to the company (Pandey and Chawla, 2018). Based on this relationship, the research hypothesis is proposed as follows: H1: E-Enjoyment has a positive impact on website satisfaction and loyalty…”

“…However, SITEQUAL does not provide a comprehensive evaluation of the website (Parasuraman et al, 2005 Loiacono (2002) do not yet represent an essential antecedent in shaping customer satisfaction and loyalty. Pandey and Chawla (2018) develop the functional and psychological dimensions of online consumer experience (OCE) towards customer satisfaction and loyalty. The functional and psychological psychology model developed from the Klaus (2013) model, where the functional dimensions of OCE are technical attributes on websites such as usability, communication, social presence, product presence, and interactivity.…”