AN INTERPRETIVE STUDY OF CUSTOMER EXPERIENCE MANAGEMENT TOWARDS ONLINE SHOPPING IN UAE

In today's internet connected world, electronic commerce or e-tail has been proven to be a powerful business platform that has enabled e-shoppers raise order to purchase any products of their choice and get the products/services delivered in any preferred location across the globe. This study aims to reveal the challenges experienced by UAE customers during online shopping and identify the ways to overcome the customer challenges in online shopping which create the opportunities for web store owners. Given the importance of the data for this research, qualitative data has been collected though primary data source. The individual email of UAE online shoppers has been collected and validated using the “Atomic Email Studio” Software. A structured questionnaire has been sent using Google forms. 161 samples were collected and considered for research. To attain the given objectives, the statistical tools such as Measure of Central Tendency, Standard Deviation, Analysis of Variance (ANOVA), Levey-Jennings Control, Correlation and Multiple Regression have been used. NCSS Version 10.0.5 software has been used in this research to execute the statistical and graphical tests. Customer Perceived Value (CPV), which is modern industry accepted measure of the Customer Experience, derived from customer responses to the questionnaire. The results highlights that there is a significant relationship between e-tail factors and Customer Experience. It states that the web store owners have to strengthen the e-tail factors to increase the volume of their e-tail business.