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Customer experience in online community

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Transcript

  • 1. Customer Relationship Management Online Community
  • 2. Presentation Navigator Introduction Consumer Experience Model & Results Implications & Conclusions
  • 3. Consumer Centric…..
  • 4. What is CRM? – An Introduction strategy for managing a company’s interactions with customers, clients and sales prospects Introduction
  • 5. CUSTOMER EXPERIENCE & ONLINE COMMUNITY IMPACT Introduction
  • 6. Online Community Experience Consumer Experience
  • 7. Online Community Stages Consumer Experience
  • 8. THE MODEL
  • 9. Methodology Online Survey Factor Analysis Regression Analysis Model & Results
  • 10. The Model – Online Community Experience (OCE)
    • Navigation
    • Clarity
    • Effortless
    • Friendliness
    • Openness
    • Politeness
    • Excitement
    • Enjoyment
    • Fun
    • Information
    • Utility
    • Practical aspect
    Attitude towards Product Attitude towards Company Service Quality Pragmatic Experience Hedonic Experience Sociability Experience Usability Experience Model & Results
  • 11. Hypothesise  =.95 PRODUCT  =.95 COMPANY  =.97 SERVICE QUALITY POSITIVE EXPERIENCE ON RELEVANCE Model & Results
  • 12. Results Pragmatic Hedonic Sociability Usability OCE AS AN ANTECEDENT OF CUSTOMERS’ PERCEPTIONS AND ATTITUDES H1 H2 H3 Model & Results
  • 13. Implications CUSTOMER BEHAVIOR FACTORS SHAPES OCE CUSTOMER S’ PERCEPTION ONLINE/OFFLINE EXPERIENCE UNDERSTANDING SHAPING EXAMINING IDENTIFYING Implications & Conclusions
  • 14. Conclusion ONLINE COMMUNITY EXPERIENCE ATTITUDES PERCEPTIONS Implications & Conclusions
  • 15. THANKS FOR YOUR ATTENTION!