Although customer experience has attracted significant attention in marketing theorizing for over three decades, research has barely progressed beyond the traditional conceptualizations of the concept. Specifically, research on multichannel retailing experience is scarce and fragmented despite previous calls to investigate how customer experience can be optimized at different channels. Additionally, although eWOM is fast supplanting traditional WOM as a determinant of consumer behavior whilst Internet platforms have been declared the future fronts for successful customer relationship management, previous studies rarely examined how consumers process and integrate multiple online reviews especially dissatisfied eWOM. Extrapolating from the foregoing, the following research question is posed: “How can online retailers exploit the link between previous shopping experiences and perceived credibility of negative experience reviews (PCoNERs) to enhance consumer-firm relationship quality?” To answer the above research question, an experience-perception-attitude model was built on the foundations of two social cognitive psychology theories (i.e. the schema theory and the elaboration likelihood model (ELM)) and consequently tested through four scenario-based experiments mapped out into one pilot study and two main studies. The pilot study and study 1 utilized a 2 × 2 between-subject factorial design while study 2 employed 2 × 2 × 2 between-subject factorial design. Data was generated from undergraduate and postgraduate students recruited from two universities located in southern Nigeria. Exploratory factor analysis, partial least squares structural equation modelling procedure, independent sample t-test, Chi-square, one-way analysis of variance, and multivariate analysis of variance were the analytical techniques utilized. Five major contributions are made. First, the thesis developed and tested a unique experience-perception-attitude model from the perspective of two social cognitive psychology theories. The experience-perception-attitude model not only portrayed the multi-channel character of online customer experience but also advanced Verhoef et al.’s (2009) holistic and dynamic model of customer experience by demonstrating how consumer-firm relationship quality can be enhanced through a simultaneous consideration of shopping experiences emanating from both company website and social media site. Second, the thesis extends the context-specific nature of customer experience by demonstrating that emotional experience is the most important driver of PCoNERs in a recession-ridden emerging e-retailing market. Third, the study advances the eWOM literature and ELM by drawing on the ELM to demonstrate that PCoNERs have negative effect on consumer-firm relationship quality; while also demonstrating that the effects of the two thresholds of elaboration (i.e. review source credibility and review frequency) become infinitesimal if consumers are exposed to reviews with consistent valence. Fourth, the thesis adds to the experimental design technique utilized by channel integration researchers and previous panel data-based studies by drawing on the netnographic research approach to utilize naturalistic narratives as experimental scenarios. Finally, the findings offer an evidence-based guide on how e-retailers can practically engage in the systematic management of customer clues. The findings will also assist all categories of e-retailers determine the strategic position to pursue based on their resources and capabilities.

Thesis (Ph.D.)--Drexel University, 2007. / Includes abstract and vita. Includes bibliographical references (leaves 130-144).

Thesis (Ph.D.)--Drexel University, 2008. / Includes abstract and vita. Includes bibliographical references (leaves 148-157).

Thesis (Ph. D.)--University of Chicago, Graduate School of Business, August 2000. / Includes bibliographical references. Also available on the Internet.

Thesis (Ph. D.)--Columbia University, 1940. / Published also without thesis note. Vita. "Classified list of references": p. [295]-301.

Thesis (Ph. D.)--Columbia University, 1940. / Published also without thesis note. Vita. "Classified list of references": p. [295]-301.

Abstract Although research into the digitalization of business has grown in recent years, the focus has predominantly been on the impacts of digitalization on business in general, and not on the business relationship digitalization process. In this dissertation, the author addresses how digitalization affects business relationships and provides an illustration of the process of business relationships digitalization in the steel processing industry context. Drawing from the Industrial Marketing and Purchasing based business relationship literature and evolving digitalization literature the author develops a framework that includes six factors and their characteristics that describe the digitalization of business relationships. This dissertation also provides pertinent managerial insights into select business relationships to be digitalized as well as offers guidelines to digitalize chosen business relationships. The dissertation is divided into three parts. The theoretical elaboration presented in part one of the dissertation identifies and illustrates two important theoretical discussions underlying business relationship digitalization. These are the business relationships perspective and digitalization literature composed of information systems and information technology literature, electronic commerce, and electronic business discussions. Based on these, a preliminary framework is developed. In part two, the preliminary framework is applied to the selected industry, i.e. the steel processing industry. The two case studies from the steel processing industry provide the empirical material according to which the preliminary framework is compared and modified. In part three, the empirically grounded framework is depicted and the theoretical results reveal that business relationship digitalization is a complex process and that there are six factors: antecedents, accelerants, inhibitors, decision, digitalization, the outcome of event and their characteristics that influence the degree of business relationship digitalization and digitalization process. It is also noteworthy that digitalization success is dependent on many inter-organizational contingencies, such as interpersonal trust and the digitalizability of the exchange process. Additionally, the managerial results highlight the importance of systematically managing important business relationships and their digitalization. Furthermore, it is pinpointed that digitalization usually enhances existing business relationships by enabling faster and more accurate communication as well as more efficient transactions. To conclude, the dissertation provides several conceptual and managerial insights into business relationship digitalization. The author also suggests future studies around this emerging phenomenon.

Zugl.: Mannheim, Universiẗat Diss., 2008.

Zugl.: Kaiserslautern, Univ., Diss., 2009

Zugl.: Siegen, Univ., Diss., 2009