The Effect of E-Customer Experience on Corporate Loyalty

Abstract

E-commerce has changed the behavior of online consumers, who now have easier access and availability to a much wider variety of products and services. Retaining online customers is a challenge especially for retail firms, which adopt new strategies, including customer experience management. The purpose of this study is to investigate and further understand the customer experience through its different dimensions; visual, social, real and emotional in retail stores related to specific items including clothes-fashion, shoes, perfumes-cosmetics, jewelry, sports goods, electronics, decoration, books and toys, as well as consumers’ attitude of loyalty and behavioral loyalty. The empirical quantitative study was based on a sample of 332 people who make online purchases. The results reveal that social experience has less of an impact than the emotional experience, followed by the behavioral loyalty, the real experience. Moreover, the research shows that visual experience and attitudinal loyalty have the same influence on a potential buyer.