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Engaging Customers: How e-commerce companies can use customer involvement to create a superior online shopping experience
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Topic: Co-creation of experience

Research gap: The number of papers focusing on customer involvement and customer experience has increased significantly in recent years. However, there is a lack of studies on how companies can use customer involvement for creating a better customer experience jointly with customers, which Prahalad & Ramaswamy (2000, 2003, 2004) refer to as the co-creation of experience.

Purpose: By this paper we want to develop an understanding of how e-commerce companies can use customer involvement to create a superior online shopping experience.

Theoretical basis of our paper: Customer involvement (e.g. von Hippel); experience co-creation (Prahalad & Ramaswamy)

Methodology: We conducted in-depth interviews with nine Swedish, Norwegian and Chinese e-commerce companies from different industries to collect data on how they use customer involvement and/or co-creation. The interviews were semi-structured interviews which consisted mostly of open-ended questions. In order to be able to identify patterns and learn about the nature of how companies involve customers, a qualitative multi-case study design was used.

Findings: The main findings are that some e-commerce companies have already realized the importance of the customer experience and also already involve their customers in various forms for co-creating experience. However, none of the companies completely fulfils the criteria of experience co-creation as defined in the theoretical articles by Prahalad & Ramaswamy (2000, 2003, 2004).

Practical implications: E-commerce companies have many options to provide a better online shopping experience by involving customers as co-creators.

Research limitations: Due to the sample size and the fact that a convenience sample was chosen, the results cannot be generalized.

Originality/value: This study can provide insights into opportunities for the co-creation of experience in the case of e-commerce companies.

Keywords: Customer involvement, Experience co-creation, Experience, E-commerce, Innovation community  

Place, publisher, year, edition, pages
2011. , 151 p.
Keyword [en]
customer involvement, experience co-creation, experience, e-commerce, innovation community
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-13022OAI: oai:DiVA.org:lnu-13022DiVA: diva2:426645
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Presentation
2011-05-31, Växjö, 04:56 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-27 Created: 2011-06-24 Last updated: 2011-10-28Bibliographically approved

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