Can friction improve your customers' experiences?

• Verfasst von: Bertini, Marco [VerfasserIn]
• Verfasst von: Aparicio, Diego [VerfasserIn]
• Verfasst von: Aydinli, Aylin [VerfasserIn]
• Titel: Can friction improve your customers' experiences?
• Verf.angabe: Marco Bertini, Diego Aparicio, Aylin Aydinli
• Ausgabe: [First edition].
• Verlagsort: [Cambridge, Massachusetts]
• Verlag: MIT Sloan Management Review
• Jahr: 2023
• Umfang: 1 online resource (9 pages)
• Fussnoten: "Reprint #65232.". - Includes bibliographical references
• Datenträger: Online-Ressource
• Sprache: eng
• K10plus-PPN: 1871285720
• K10plus-PPN:
  Universitätsbibliothek
• Lokale URL UB: Zum Volltext
• Lokale URL UB: Bibliothek der Medizinischen Fakultät Mannheim der Universität Heidelberg
• Bibliothek/Idn: UW / m4418425977
• Lokale URL Inst.: Zum Volltext

Abstract

The conventional wisdom in e-commerce is that the purchase process should be seamless and fast, lest consumers stop to reconsider their decisions and abandon their carts. But friction that gives them time to think through buying decisions can result in more satisfied, more engaged customers, the authors argue. Different kinds of online sales might benefit from more or less friction; an assessment that accompanies the article can help managers determine what is appropriate in their own situation.