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Amin, Faseeh
- EWOM as a Catalyst for Development of Quality Perception among E-Buyers
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1 School of Business Studies, Central University of Kashmir, Jammu & Kashmir., IN
1 School of Business Studies, Central University of Kashmir, Jammu & Kashmir., IN
Source
Abhigyan, Vol 36, No 4 (2019), Pagination: 57-66Abstract
The concept of e-WOM has gained significant attention from online businesses and academicians in recent times. The dramatic growth in internet technologies allows customers to share their product and service experiences online instantly and with ease. As such companies are paying considerable attention towards it because they play an important role in shaping quality perceptions. These perceptions ultimately have a significant impact on purchase decisions. Previous studies related to e-WOM have mostly focussed on their influence on perceived quality of products. They have paid limited attention to perceived quality of services offered by online businesses. This study is an attempt to filling this important gap by studying the influence of e-WOM on perceived quality of both products and service offered online. This paper has included two important dimensions of e-WOM, i.e, quality and quantity of reviews. The research finds revealed both e-WOM quality and e-WOM quantity significantly affect perceived quality (products and services).Keywords
E-WOM, Perceived Quality, Online Shopping, E-Commerce, Services.
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- Relationship between Online Experience and Customer Engagement
Abstract Views :154 |
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Authors
Affiliations
1 Research Scholar, Central University of Kashmir, Ganderbal, J&K, IN
2 Professor, School of Business Studies, Central University of Kashmir, Ganderbal, J&K, IN
1 Research Scholar, Central University of Kashmir, Ganderbal, J&K, IN
2 Professor, School of Business Studies, Central University of Kashmir, Ganderbal, J&K, IN
Source
Abhigyan, Vol 40, No 2 (2022), Pagination: 25-34Abstract
The research on online brand experience is still evolving and modern marketers are looking at engaging their customers through pleasing online experiences. This is because engaged customers are more loyal, purchase more and spread positive word of mouth about the company. Customer engagement is often attributed to delivering of successful and positive experience to the customers. The relationship between customer engagement and experience has not been fully explored, especially in the online environment. This study looks at some of the important studies involving both online brand experience and customer brand engagement. This work also provides a theoretical framework involving the relationship between the two variables. Moreover, it also provides reasons why online brand experience should be studied as a significant antecedent of customer brand engagement within the online business environment. Future scholars can study the association between the factors under varying virtual settings.Keywords
Brand Experience, Online Experience, Online Shopping Experience, Customer Engagement, Customer Brand EngagementReferences
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