Enhancing Online Customer Experience môn Principle of Management | Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

Slide 1: Literature Review – Online Customer Experience (OCE)
My group find many journal with the content close realation with our paper, we apply the key
searching in gg scholer, we devided our literture into 2 part concerning Online Customer
Experience and Online Post-Purchase Customer Experience
Narrative: "To begin our literature review, we focus on the Online Customer Experience, or OCE.
This is defined as a consumer’s cognitive, emotional, and behavioral reactions to a firm’s digital
communications. Unlike traditional retail, OCE relies heavily on digital interfaces to substitute
for physical sensory stimulation.
The literature highlights several key dimensions of OCE:
Access and Information: Online platforms provide intensive information access without time restrictions.
The Mobile Impact: Mobile technology has empowered consumers to become more
proactive, facilitating easy product comparisons across platforms.
Strategic Value: Scholars argue that OCE is a critical brand differentiator that carries
more impact than price or product quality alone.
Outcomes: Ultimately, enhancing OCE is vital for maintaining a sustainable competitive
advantage and is a direct driver of overall customer satisfaction."
Slide 2: Online Post-Purchase Customer Experience
Narrative: "Moving into the specific stages of the customer journey, we look at the post-
purchase phase. The literature divides the journey into three stages: pre-purchase, purchase,
and post-purchase. Modern consumers now expect consistent attention across all three.
The post-purchase stage is defined as the period starting after the product is bought and
concluding with its consumption or return. This phase is especially critical in online retail
because it is the first time the customer physically receives and evaluates the product. Furthermore:
Mobile Communication: Mobile technology plays a role here by allowing rapid
communication within consumer communities regarding their purchases.
Long-term Impact: Most importantly, research shows a significant association between a
positive post-purchase experience and a consumer’s intention to repurchase."
Slide 3: Foundational Theories of CX and OCE
CX theory wasn't created by a single person but evolved through contributions from various
academics and practitioners, with key early figures including Lewis "Lou" Carbone, who
introduced the concept in 1994 with "Engineering Customer Experiences," and researchers
like Holbrook and Hirschman, who defined consumption experience as subjective, hedonic,
and symbolic. Other foundational work came from Pine and Gilmore (experience
economy), Berry et al., and later, Verhoef, Lemon, and others, who developed journey
mapping and measurement models, with recent research expanding into digital and B2B contexts.
Customer Experience (CX) theory focuses on the psychological, emotional, and practical
aspects of how customers perceive and interact with a brand.
Customer experience (CX) refers to how a business engages with its customers at every point
of their buying journey—from marketing to sales to customer service and everywhere in
between. In large part, it's the sum total of all interactions a customer has with your brand.
The Core Elements of CX Theory: CX theory includes elements such as customer perceptions,
emotions, behaviors, and satisfaction
Narrative: "To conclude our review of foundational theories, we must look at the psychological
core of Customer Experience (CX). CX is fundamentally defined as the internal psychological
state a customer enters after interacting with various brand touchpoints. In the digital landscape:
Experience acts as a primary differentiator, often carrying more weight for the consumer
than the actual price or quality of the product.
The cumulative effect of these positive experiences is the development of trust and long-term satisfaction.
These psychological states directly foster repurchase intentions, which are vital for brand loyalty."