مقاله انگلیسی رایگان در مورد پیشینه ها و پیامدهای رضایت مشتریان آنلاین (الزویر)

Research exploring what constitutes the online customer experience is an important area of internet marketing research that requires further exploration (Trueman et al., 2012). The internet continues to revolutionise the retailing market. During 2015 online sales in Europe have grown by 18.4% and by 13.8% in the U.S (Centre for Retail Research, 2015). Despite the growth in sales in the online retail industry, individual online retailers continue to face severe challenges. They need to create a shopping experience that is as dynamic, exciting, and as emotionally rewarding as shoppers can get from bricks-and-mortar stores as these retailers offer online sales coupled with offline customer service. The multi-channel retailing context gives rise to more transparent information about price and product, empowering consumers to switch to better options. Competing online retailers reside only a few mouse clicks away, so consumers are able to compare competing offers with minimal investments of personal time or effort. The result is fierce price competition and customer loyalty to an e-retailing brand is difficult to obtain. This means it is important to understand consumer online shopping experiences, in order to cultivate customer loyalty. Most of the existing research investigating factors influencing online customer experience focuses on the elements associated with customers’ activities in pre-purchase and purchase stages such as features of the retailing website, this includes website design and performance, information quality, ease of use and security, Turban et al. (2000), Srinivasan et al. (2002), Park and Kim (2003), Perea y Monsuwé et al. (2004), and Rose et al. (2012). Research has not taken account of the customers’ total purchasing experience and failed to pay sufficient attention to the post purchase stage. Only Rao et al. (2011) considered the impact of order fulfilment and Griffis et al. (2012) looked at the effect of return management on online customer satisfaction. The research examining customer satisfaction in relation to all stages of online shopping process is limited. Liu et al. (2008) and Thirumalai and Sinha (2011) are the only two we found attempting to incorporate various elements belonging to the entire online shopping process, but their studies omit the important element in post online purchase stage, that is customer’s experience of product return. The recent empirical results given by Griffis et al. (2012) demonstrate that the returns in online retailing significantly influence repurchase behaviour.