Customer Experience Formation Using Post-Purchase Information: Focusing on Chinese Consumers

Abstract

With the progress of digitalization in recent years, providers can engage in post-purchase consumer experience through online customer touchpoints, which has not been noticed in the past. The purpose of this research is to clarify how cusotmer experience is generated after purchase, and to examine how to utilize online customer touchpoints from a marketing perspective. We conducted a group interview with Chinese customers and analyzed the data to organize types of post-purchase information, and post-purchase information usage activities. Then, we discussed the generation of customer experience and discussed marketing strategies that utilize online customer touchpoints.