Designing the Service Experience for Online Shoppers in Emerging Economies

Aishwarya Ramasundaram ()
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Aishwarya Ramasundaram: Indian Institute of Management

Chapter Chapter 3 in Services Marketing Issues in Emerging Economies, 2020, pp 23-35 from Springer

Abstract: Abstract With the growth of e-commerce retailing, technology penetration, and rising consumption power of the emerging economy, it is becoming essential for firms to design unique online service experiences for their customers. This chapter discusses the construct of online service experience and factors that drive it. The chapter also discusses the factors driving experience in emerging and developed economies, highlighting the differences in customer preferences across markets. Based on the analysis, recommendations are given to retailers for designing unique service experiences for online shoppers in Emerging markets.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-15-8787-0_3

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DOI: 10.1007/978-981-15-8787-0_3

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