University of Twente Student Theses
Exploring Customer Experience Management : An Analysis of Its Influence on Purchase Intention in B2C E-Commerce
Kuipers, J. (2025) Exploring Customer Experience Management : An Analysis of Its Influence on Purchase Intention in B2C E-Commerce.
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| Abstract: | In the digital age, the e-commerce sector has undergone a fundamental transformation, with companies increasingly responding to evolving consumer expectations. This development has resulted in a highly competitive market, in which Customer Experience Management (CEM) plays a crucial role in achieving competitive advantage and driving purchase intention. While the relevance of CEM is widely recognized, the mechanisms by which this approach leads to higher purchase intention within a B2C e-commerce context remain unclear. This study attempts to address this knowledge gap through the analysis of 10 semi-structured interviews with e-commerce companies from various sectors. The results show that CEM practices contribute to informative and user-friendly websites, customer-oriented innovations, trust and reliability, customer insight and personalization, customer engagement and perceived value co-creation. These factors play a role in influencing customers' purchase intention. The findings provide valuable insights for companies and researchers, and can serve as a basis for future research and decision-making within the fast-growing e-commerce sector. Such insights can assist companies in developing strategies that are responsive to customer needs and expectations. In contrast, further research is required to ascertain the extent to which the identified mechanisms are applicable across the entire industry and align with customer perceptions. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 01 general works |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/105243 |
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