The end of the world as we know it? The influence of online channels on the luxury customer experience

Klaus, Philipp ‘Phil’

Journal of Retailing and Consumer Services, 2020, vol. 57, issue C

Abstract: Luxury brands claim to offer consumers pleasure and prestige and deliver high profits to retailers. While the global demand for luxury goods is increasing, consumers expect that the purchasing process these goods will accommodate their preferences on how, where, and when they want to purchase them. The changing nature of luxury markets and customers' purchasing behavior makes it necessary to understand why customers would choose an online channel to purchase luxury offerings. What are the features that make so appealing, attracting consumers towards them? Our study explores customers' motivations, the benefits and the experiences they are expecting and perceiving from the Online Luxury Experience (OLX). We examine the OLX and establish three corresponding luxury customer segments using online channels to purchase their luxury goods and services: the purists, opportunists, and e-lux. We highlight the differences between the segment's customer journeys and the implications for theory and luxury customer experience management.

Keywords: Luxury; Luxury retailing; Luxury services; Luxury experience; Online luxury experience (OLX); Omni channel management; Customer experience; Online customer experience; e-commerce (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:57:y:2020:i:c:s096969892031256x

DOI: 10.1016/j.jretconser.2020.102248

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