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Online customer experience: a review and research agenda

Author

Listed:
  • Mehak Goyal
  • Pankaj Deshwal

Abstract

Online customer experience (OCE) in simple terms is the perception made by the customer after interacting with a company's online touch points. This area is crucial for the marketers to form strategies and thus require meticulous research. This study evaluates the literature on OCE and creates a timeline for subsisting knowledge. It reviews the existing theories, approaches and methodologies applied and also present future directions to better understand the uncovered areas in this domain. As this review suggests, further research should focus on the other side of the coin that is how OCE varies in different sectors.

Suggested Citation

  • Mehak Goyal & Pankaj Deshwal, 2024. "Online customer experience: a review and research agenda," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 20(3/4), pages 229-271.
    • Handle: RePEc:ids:ijimad:v:20:y:2024:i:3/4:p:229-271
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