There have been increasing uses of Internet technologies as marketing tools to manage online customer experience, from personalized emails to location-aware apps on smart handheld devices. However, due to a lack of a comprehensive and integrated framework for managing customer's experience, it remains challenging for e-marketers to effectively employ these tools. This paper proposes a formal approach to managing customer experience in electronic markets. We propose to expand the conventional 4Ps marketing mix model by incorporating four additional e-Ps including Push-pull-participative communication, Personalization, Promptness, and Privacy. We have further discussed how our framework can help e-marketers identify their customer experience strategies and e-commerce tools to implement e-CEM. Finally, we offered some tangible e-metrics to monitor and evaluate the effectiveness of implementing the framework.
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