Online Customer Experience

Customer Experience

Customer experience refers to the internal and subjective response of customers to any direct or indirect contacts (Meyer and Schwager 2007, 118). Direct contacts occur during surfing and purchasing, which is controlled by customers. Indirect contacts refer to unplanned activities such as word of mouth, reviews and advertisings like rich media and pop up. In this definition, customer experience varies from customer to customer and is affected by different controllable or uncontrollable stimulus. In other studies, customer experience is defined as a set of interactions between a customer and a product, a company, or part of its organization, which provoke a reaction (Gentile, Spiller, and Noci 2007, 397; Shaw and Ivens 2005).It is emphasized that customer experience includes personal connections and customer’s involvement. Definitions show that customers’ reactions to different stimulus at different moments of contact, customers’ personal characteristics, and customer expectations affect the customer experience in general.