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How footwear companies can use online CX to WOW customers

dc.contributor.authorSilva, Susana C.
dc.contributor.authorDias, Joana Carmo
dc.contributor.authorBraga, Beatriz
dc.date.accessioned2023-01-17T17:03:21Z
dc.date.available2023-01-17T17:03:21Z
dc.date.issued2023-03-24
dc.description.abstractPurpose: E-commerce has become an essential and highly competitive channel for e-retailers, who have felt the need to invest in the experience delivered to customers. Therefore, it becomes necessary to unveil the online customer experience so that brands can improve their offerings. In this study, the authors proposed a model that explores customer experience on websites, namely, what concerns the use of the latest technological developments such as artificial intelligence, augmented reality and virtual reality. Design/methodology/approach: The study offers a model to explore and compare the online consumer experience in e-commerce websites, considering eight dimensions that cover recent technological advances. A multiple case study that evaluated companies in the footwear industry was used to assess the model's applicability. The case study methodology considered two distinct segments, the high-price and low-price segments. Findings: The data collected by the websites' examination enabled us to confirm part of the suggested propositions. However, propositions concerning new technologies were not proved. Opportunities for improvement were identified, especially for high-price segment companies, since the results showed that these companies provide a less pleasant consumer experience than those of the opposing segment. Originality/value: This study extends the scope of the online consumer experience by introducing more contemporary dimensions. Additionally, the model allows an evaluation and comparison of the knowledge delivered by several online retailers, using the Portuguese footwear industry as a reference.pt_PT
dc.description.versioninfo:eu-repo/semantics/acceptedVersionpt_PT
dc.identifier.doi10.1108/IJRDM-05-2022-0150pt_PT
dc.identifier.eid85145745586
dc.identifier.issn0959-0552
dc.identifier.urihttp://hdl.handle.net/10400.14/39902
dc.identifier.wos000907455100001
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/pt_PT
dc.subjectCustomer experience (CX)pt_PT
dc.subjectE-retailerspt_PT
dc.subjectExperience managementpt_PT
dc.subjectFootwearpt_PT
dc.subjectOnline customer experience (OCX)pt_PT
dc.titleHow footwear companies can use online CX to WOW customerspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage483
oaire.citation.issue4
oaire.citation.startPage465
oaire.citation.titleInternational Journal of Retail and Distribution Managementpt_PT
oaire.citation.volume51
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT

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