Title: How to Measure Customers’ Emotional Experience? A Short Review of Current Methods and a Call for Neurophysiological Approaches
Outlet: NeuroIS Retreat 2020
Abstract: In the digital age, retailers compete through various sales channels, both online and offline, with the effect that the customers’ experiences have increasingly gained attention in the omnichannel era. Specifically, customer emotions have become an important topic, because they affect attitudes towards products and services as well as purchase decisions. While the phenomenon of customer experience is widely researched, surprisingly, to the best of our knowledge, no peer-reviewed journal publication exists that has studied the phenomenon from a NeuroIS angle. Against this background, we conducted a short literature review to obtain an overview of NeuroIS methods used to study customer behavior in a shopping and retailing context. Further, we outline a brief research agenda, thereby addressing the possible use of NeuroIS approaches in the context of customers’ emotional experiences in retail.
Title: The Nature of Customer Experience and its Determinants in the Retail Context: Literature Review
Outlet: 15th International Business Informatics Congress, Potsdam, GER
Abstract: The purpose of this study is to investigate the nature of customer experience (CX) in the context of retail, as well as its determinants in a psychological context. Based on a comprehensive literature review we identified 45 relevant articles. Major results are: First, we identified 41 factors operationalizing CX. Bearing the vast amount of conceptualizations in mind, it follows that today we observe significant diversity in how CX is operationalized. Second, we identified 27 determinants of CX. A customer’s psychology always plays a role during consumers’ interaction with companies. Hence, we classified the identified factors into two categories. First, predominating psychological CX determinants which can hardly be, or not at all, influenced by companies. Second, interactive CX psychological determinants which can only be measured during or after an interaction with a company; moreover, these determinants can, at least partly, be influenced by a company.
Title: Perceived Interactivity and Uses and Gratification of Online Interactive Advertising
Method: Online Survey of 830 students at a U.S. University
Data Analysis: SPSS, Descriptive Statistics, T-Test, Chi-Square
Abstract: The internet supports interactive online advertising which allows viewers to engage. By conducting a survey among university students, this study examined experiences, perceived interactivity levels, and the appeal of the advertising features hyperlinks, share options, surveys, branded games, downloads, mouseovers/hover effects, and chats or feedback forms. Participants who had seen one of these features reported to use it. Participants who had seen hyperlinks, branded games, download, mouseover/hover, as well as chat/feedback forms in online ads found them more interactive. Share option, survey, branded games, downloads, mouseover/hover and feedback forms seemed appealing to participants who had seen it. Applying the Uses and Gratifications Theory, control, synchronicity, customization, non-verbal communication, and information-seeking were sought gratifications from interactive online advertising. Respondents who had reported to watch online ads were more interested in interactive online ads. Suggestions for advertisers on how to create online ads that are interactive were made.