Working Paper

How Firms Can Shape the Customer Experience for Greater Success in Online Retailing

Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier

Aug 16, 2017


Conducts a set of 16 online experiments spanning 16 different products (from 11 different brands) among 10,470 participants. Uses measures of 8 brand and product factors for each product to conduct a series of moderation analyses that provide insight into which type of online experience is best suited to a specific branded product.

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