1. REPORT PREPARED FOR: ROBERT DAVIS
BY PHONEPHET MANICHITH &
GARIMA KASHAP
POSTGRADUATE DIPLOMA IN BUSINESS
APMG 8119: DIGITAL ENTERPRISE
2012
Topic 2: Customer Experience
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2. OVERVIEW
 The optimal online experience
 Model of service branding
 Nature of relationship in ECE
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3. The optimal online experience
Flow is the “process of optimal experience”
Hoffman, D. L., & Novak, T. P. (1996)
Affective and technology-relative experience
Davis, R., & Wong, D. (2007)
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4. Model of service branding
Brand : Brand is a name, term, symbol, or design which is used for
customers to signal and communicate with the firm. Model of service
branding:
Trust : Experience, Service brand
Google is the well-know website and reliable
Image : Consumer’s image (antecedents - consequences)
Google: Leader in search engine, quick access, hypermedia
Real-virtual: Physical reality of the service to an experiential virtual image
Google: Use the real image such as “Google earth”
Brand alliance: mutual benefit.
Google: Banks, couriers... Other partners: Trade Me
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5. The nature of relationship
The relationship in ECEs is based upon channels of information via
computer network.
 Relationship between retailer and partners
 Relationship between retailer and consumer
When the real experience of shopping on-line exceeds the virtual
shopping experience, leading to the development of trust.
 Trust in the relationship
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6. References:
Davis, R., Buchanan-Oliver, M., & Brodie, R. (1999). Relationship marketing in
electronic commerce environments. Journal of Information Technology
(Routledge, Ltd.), 14(4), 319-331. doi: 10.1080/026839699344449
Davis, R., Buchanan-Oliver, M., & Brodie, R. J. (2000). Retail service branding in
electronic-commerce environments. Journal of Service Research, 3(2), 178-186.
Davis, R., & Wong, D. (2007). Conceptualizing and Measuring the Optimal Experience
of the eLearning Environment. Decision Sciences Journal of Innovative Education,
5(1), 97-126. doi: 10.1111/j.1540-4609.2007.00129.x
Google. (2012). company. Retrieved from
http://www.google.co.nz/intl/en/about/company/
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated
environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68.
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7. Thank you
Q & A
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