Marketers Never Tire of Improving Online Customer Experiences - Digital interventions by B2B Firms to improve conversion and purchase occurrences

Curtis, Lucill J. ORCID: https://orcid.org/0000-0003-0533-7350 (2019) Marketers Never Tire of Improving Online Customer Experiences - Digital interventions by B2B Firms to improve conversion and purchase occurrences. In: Academy of Marketing Conference. UNSPECIFIED.

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Abstract

The purpose of this research is to examine the online customer experience (OCE) and customer journeys’ process from the perspective of B2B marketers, in order to better understand the digital brand touch-points, and where journeys stall, stop or cease in B2B website settings. In turn this provides opportunities to explore intervention approaches adopted by B2B marketers to rectify these dissatisfaction issues, whilst aiming to improve relational outcomes.

Item Type:	Book Section
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing
Depositing User:	LivePure Connector
Date Deposited:	25 Apr 2019 14:30
Last Modified:	06 Oct 2024 06:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/70703
DOI:

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