Customer Relationship Management Customer Relationship Management Online Community Online Community

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IntroductionIntroduction

Consumer Consumer ExperienceExperience

Model & Model & ResultsResults

Implications & Implications & ConclusionsConclusions

Consumer Centric…..Consumer Centric…..

What is CRM? – An Introduction What is CRM? – An Introduction

strategy for managing a company’s interactions with customers, clients and sales strategy for managing a company’s interactions with customers, clients and sales prospectsprospects

IntroductionIntroduction

CUSTOMER EXPERIENCE & ONLINE COMMUNITY CUSTOMER EXPERIENCE & ONLINE COMMUNITY IMPACT IMPACT

IntroductionIntroduction

Online Community Experience Online Community Experience Consumer Consumer ExperienceExperience

Online Community StagesOnline Community StagesConsumer Consumer ExperienceExperience

THE MODELTHE MODEL

MethodologyMethodology

Online Survey Online Survey

Factor AnalysisFactor Analysis

Regression Analysis Regression Analysis

Model & Model & ResultsResults

• Navigation• Clarity• Effortless

• Friendliness• Openness• Politeness

• Excitement• Enjoyment• Fun

The Model – The Model – Online Community Experience (OCE)Online Community Experience (OCE)

Attitude towards Attitude towards ProductProduct

Attitude towards Attitude towards CompanyCompany

Service QualityService Quality

Pragmatic Pragmatic ExperienceExperience

Hedonic Hedonic ExperienceExperience

SociabilitySociabilityExperienceExperience

Usability Usability ExperienceExperience

• Information• Utility• Practical aspect

Model & Model & ResultsResults

Hypothesise Hypothesise

=.95 PRODUCTPRODUCT

=.95 COMPANCOMPANYY

=.97 SERVICE SERVICE QUALITYQUALITY

POSITIVE EXPERIENCE ONPOSITIVE EXPERIENCE ON RELEVANCERELEVANCE

Model & Model & ResultsResults

ResultsResults

OCE AS AN ANTECEDENT OF CUSTOMERS’ PERCEPTIONS AND ATTITUDESOCE AS AN ANTECEDENT OF CUSTOMERS’ PERCEPTIONS AND ATTITUDES

H1H1

H2H2

H3H3

Pragm

atic

Hedonic

Sociab

ility

U

sabili

ty

Model & Model & ResultsResults

Implications Implications

UNDERSTANDINGUNDERSTANDING

SHAPINGSHAPING

EXAMININGEXAMINING

IDENTIFYINGIDENTIFYING

CUSTOMER BEHAVIORCUSTOMER BEHAVIOR

FACTORS SHAPES OCEFACTORS SHAPES OCE

CUSTOMER S’ PERCEPTIONCUSTOMER S’ PERCEPTION

ONLINE/OFFLINE EXPERIENCEONLINE/OFFLINE EXPERIENCE

Implications & Implications & ConclusionsConclusions

ConclusionConclusion

ONLINE COMMUNITY EXPERIENCEONLINE COMMUNITY EXPERIENCE

ATTITUDESATTITUDES

PERCEPTIONSPERCEPTIONS

Implications & Implications & ConclusionsConclusions

THANKSTHANKS FOR FOR YOURYOUR ATTENTION!ATTENTION!