Creating a superior customer experience in online luxury stores

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bachelor_Malka_Paula_2018.pdf (1003.61 KB)

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School of Business | Bachelor's thesis
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Date

2018

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

40

Series

Abstract

To date, the luxury industry has been very cautious to fully take advantage of the cyber-space and shows low commitment to embracing the digital tools present online. In controversy, luxury customers are more and more interested in shopping in the online environment and are looking for an outstanding experience whilst visiting the luxury webstores. Thus, one intriguing question is whether luxury brands should sell their products online and whether the features that make these goods and the overall customer experience superior in the offline store can be replicated online. Despite the doubts, e-retailing of luxury goods does not affect consumers’ perceptions of the uniqueness of the products and thus does not decrease the brand desirability. The creation of the superior customer experience is possible in the digital environment through the use of several techniques and tactics. This literature review discusses all the qualities needed in this creation process one at a time, going through every component of a conceptual model of customer experience introduced by Verhoef et al. (2009), which is used as a framework in the study.

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Thesis advisor

Hänninen, Mikko

Keywords

Customer experience, Online luxury stores, E-retailing, Online retailing

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Citation

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https://urn.fi/URN:NBN:fi:aalto-201812216799

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[kand] Kauppakorkeakoulu / BIZ (Open Access)