Digital Customer Experiences of White Goods Industries

Abstract

This study aims to show the path to be followed to the white goods companies aiming to increase their online sales in order to provide their customers with a perfect digital customer experience. With the ever-increasing customer expectations, it explores how to achieve customer satisfaction and repurchase intention through online customer experience. Various sub constructs of customer experience were analyzed, and among these, ease of use and delivery process were found to be the most influential factors for repurchase intention and customer satisfaction. The results have significant implications both for the literature and in managerial context. This study is intended to be a road map for white goods companies that have just started their online sales.