E-tailers’ Technology Adaptation to Enhance New Customer Experience Amidst Crises: Implications and Research Agenda

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Abstract
E-commerce is critical for managing increased customer demand and maintaining operational efficiency during disruptions such as natural disasters, health crises, and political instability. Despite this, little is known about how crisis-driven market changes influence dynamic capabilities, technology adoption, and customer experience (CX). This study provides insights into how e-tailers can leverage technology to enhance the CX for first-time online shoppers (FTOS). Given the limited literature on FTOS, which differs from repurchasers, three studies were conducted using a multi-method approach. Study 1 involved an environmental scan of 109 news articles and journal papers for practical insights. Study 2 consisted of in-depth interviews (IDIs) with senior managers working full-time for e-tailers, while Study 3 involved IDIs with FTOS. Findings reveal that e-tailers adapt to crises by leveraging technology to bridge demand–supply gaps through dynamic demand forecasting and improved last-mile delivery. They also use advanced technologies to provide personalised and immersive experiences, helping narrow the gap between offline and online shopping for FTOS. This study contributes to theory with a conceptual framework, with empirically grounded, theory-informed propositions linked to the Resource-Based Theory (RBT) and CXM frameworks, to explore how e-tailers leverage crisis-led capabilities to enhance FTOS experience. It conceptualises a new understanding of how e-tailers adapt to enhance FTOS CX amidst crises which can serve as a springboard for future research. The insights from an empirically grounded conceptual framework and propositions, offer managerial implications for e-tailers and other service providers.

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