Online experience

According to the elements proposed by Rose and Hair of the online customer experience, this framework contains three main elements to analyze customer experience, which is antecedents, experience, and consequence. At first, before the customers buying the product, the information processing, which is the significant aspect for the customers because the available information of the product will shape the customer perception and influence the future behavior As for me, When I buy something online, I will gain as much as more information about the product. Not only to the official website, also some comments to this product. So, the online marketer should updating the product information . Next is perceived ease-of use. If the design of the website and mobile app is complicated to customers, some customer will choose the more easier app or website. From my online shopping experience, I prefer to use the more easier app or website although some website are similar. For instance, some luxury brand website are design well, the customer can quickly find the product they want and the product has been reasonable classification. On the other hand, developing the customers’ benefits. For instance, some online brand can generate more value for customers to improve the customers experience. For example, some website has more promotion and discount or provide gift passage service, I will choose the well service website. Moreover, the digital marker also should control the online system, for example, digital marketer can create more comfortable online environment. Furthermore, controlling the the risk of the online shopping is measurement the protect the customers’ interest, at the same time, this measurement can help the the digital marketers to build the trust to public.

This framework is to identify how to improve the quality of the online customer experience. These aspects influence the customer thinking. The digital marketer can from these aspects to improve customer experience. I think this framework can add after-sale service. If I am shopping online, sometimes, the product maybe damage on the way, then I received a broken product. If there are not system to deal with this problem, I will have a bad experience online. In addition, when I buying some clothes and shoes, sometimes the size is not fit me. I hope online marketer can be change the size. Therefore, the Rose and Hair online customer experience framework how digital marketer to improve the customer experience online, however, add after-sale service aspect will more completed.      

Reference

Chaffey,D.&Ellis-Chadwick, F.(2019).Digital Marketing, England:Pearson.