Measuring the Online Customer Experience in Luxury Fashion Market

In the luxury goods market, where the product quality is not a differentiation point, but a minimum criterion for entering the market, added value created by a brand becomes crucial. The foundation of this added value can be a carefully designed customer experience. Nowadays, the changing profile of luxury consumer, as well as the benefits provided by the growing online sales channel, call for digitalization of the luxury market and seamless integration of online and offline brand presence. Thus, the purpose of this work is to identify the factors that form a luxury customer experience in online channel, luxury fashion market in particular, and to develop a valid measurement scale for it. The first part is dedicated to the existing approaches to the customer experience concept as well as to the methods of managing customer experience in the luxury fashion market both offline and online. Further, the main models and metrics used for operationalization and measurement of the construct are being analyzed. The second part contains the description of the empirical study conducted to identify the factors forming online customer experience in the luxury fashion market. As a result, a 5 factor-model including “Overall practical convenience”, “Search and choose”, “Social image”, “Premium product and service quality” and “Content” was presented and tested for convergent and discriminant validity. In conclusion, the author gives recommendations on the practical application of the scale and directions for further research.