“According to Rose and Hair ‘customer interactions with an
organisation’s website creates opportunities for positive experiences that can
lead to long-term relationship building” (Chaffey.D & Ellis-Chadwick.F, 2016). The elements involved in Rose and Hair’s are Antecedents
experience and a positive or negative consequence or outcome as I like to call
it (Chaffey.D & Ellis-Chadwick.F, 2016). The process is seen by
the diagram below.
(Rose, S., Clark, M., Samouel, P., & Hair, N.
(2012). Online customer experience in e-retailing: an empirical model of
antecedents and outcomes. Journal of Retailing, 88(2),
308-322 Accessed: 27/8/18)
Antecedent
stage
In relation to an online business that I like such as ASOS
starts with a need for me to fill a gap in my wardrobe. The first step is to
process the information that means to consider all options and available data
to make the best decision for me. Last week I was having a browse, looking at
sunglasses since I had recently broken a pair, so immediately I had found a gap
which needed to be filled (Chaffey.D & Ellis-Chadwick.F, 2016). I then
looked to see which would fit and looking half decent to cover my very average
head 😉.
Experience
stage
This stage is where I looked at the product and
through a cognitive state of internal thoughts I decided whether the purchase I
had made was exactly what I wanted, because sometimes it is hard to tell from a
photograph (Chaffey.D & Ellis-Chadwick.F, 2016). It’s a nervous feeling for
myself when I order clothing or shoes online in case they are not the right
size because I like to get it right the first time. Is it just me or do online
businesses make it difficult to find the right size? Maybe I’m doing it wrong?
Consequence
Stage
This stage can go one of two ways in the end it can
either be a positive or negative feeling towards the product I have purchased (Chaffey.D
& Ellis-Chadwick.F, 2016). In terms of the sunglasses, I was on the
positive side of the diagram and it satisfied my need perfectly. I think for me
to be dissatisfied and need to go in to a rebuy stage would mean that the
quality of the product is poor, broken, or the wrong size. Again, if the
product isn’t correct then the process starts again, Annoying right!
What products have you purchased and had to return or
start the search process again?
Donald 😊
Reference
Rose, S., Clark, M., Samouel, P., & Hair, N.
(2012). Online customer experience in e-retailing: an empirical model of
antecedents and outcomes. Journal of Retailing, 88(2),
308-322 Accessed: 27/8/18
Chaffey.D
& Ellis-Chadwick.F, (2016), Digital
Marketing 6th edition, Pearson Education Limited, United Kingdom,
Accessed: 27/8/18
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