Title:	THE CUSTOMER’S PERSPECTIVE: SOCIOLOGICAL ACCOUNTS OF E-COMMERCE ENCOUNTERS
Author(s):	Shailey Minocha , Liisa Dawson , Ann Blandford , Dave Roberts
ISBN:	972-98947-1-X
Editors:	Pedro Isaías and Nitya Karmakar
Year:	2003
Edition:	2
Keywords:	E-Commerce; E-Tailing; Service Quality; Customer Relationship Management (CRM); Total Customer Experience (TCE); Customer Loyalty.
Type:	Full Paper
First Page:	69
Last Page:	76
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	Creating value and continuously generating a positive Total Customer Experience (TCE) for customers is important for E-Commerce environments in order to attract and retain customers. We embarked on a study that aimed to identify those characteristics of a customer’s service encounter with an E-Commerce environment that would help in generating a satisfying TCE for the customers. Our intention was to investigate negative incidents or obstacles that mar a customer’s TCE. To do this we employed a selection of complementary techniques such as naturalistic customer-observations, focus-group like workshops, and structured-interviews of customers. In this paper, we present accounts of situations in which the customers experienced obstacles while interacting with E-Tailing environments. The aim of this paper is to emphasise how we have been able to draw conclusions about the phenomenon under study from the rich data obtained from a customer’s experience with E-Commerce environments. We will demonstrate how these accounts are insightful for understanding the customer’s perspective, and how they highlight the inter-play of several factors – personal, socio-cultural, organisational and usability that impact on the customer’s TCE and influence his perception of value and service quality from an E-Commerce environment.
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