Susan Rose,1 Neil Hair and Moira Clark, (2011).Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context, International Journal of Management Reviews, Vol. 13, 24–39.

Mot clefs: Customer, experience, behavior, web, Online.

L’expérience client réel est devenu tout aussi importante que l’expérience client en ligne. Ce nouveau mode de consommation à amener des professionnelles à étudier et innover dans ces nouveaux modes de commercialisation. Cette étude bibliographique mène à penser que le voyage du client en ligne est animé de la même manière que son expérience en magasin physique.

Développement :

Tout d’abord, la création d’internet a créé une nouvelle économie et à altéré notre modes consommation dit « traditionnel ». L’ensemble de sites marchands ont dues prouvés ont compris que l’expérience client en ligne, et tout aussi voir plus importante que l’expérience en réel. Certains professionnelles sont aujourd’hui expert sur cette nouvelle expérience.

Puis, le site internet est devenu une vitrine auquel chaque détails à son importance. Deux grand facteurs poussent de nos jours le consommateur à revenir et conseillé ce site internet. La relation cognitive et affectueuse sont primordiaux, tel un client dont on se souviendrait le nom. Les interfaces en ligne ne laissent rien au hasards pour obtenir une identité et une relation solide avec son client. La typologie, le placement des texte, l’utilisation des couleurs, la réactivité et la qualité du site internet sont devenu des éléments primordiaux pour les sites internet.

Conclusion :

Enfin, le commerçant ne peut plus négliger l’expérience client en ligne celle-ci est devenu très importante pour que la fidélité du client puissent prospérer. Ils doivent étudier et innover sur la parcours client du site, et ajuster les fonctionnalités afin que cela soit le plus simple et ludique pour le consommateur. Il nécessite d’étudier et rechercher auprès du consommateurs la compréhension de son état émotionnel et cognitif lors de son expérience client.

 

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