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

Research output: Chapter in Book/Report/Conference proceedingConference contribution


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.
Original languageEnglish
Title of host publicationAcademy of Marketing Conference
Publication statusPublished - 15 Apr 2019

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