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Influence of Customer Experience on Customer Loyalty in Apparel B2C E-commerce

Abstract

Wei Yin and Bugao Xu

Customer loyalty is one of the keys to establishing a sustainable business in apparel B2C e-commerce, and it is influenced tremendously by customer’s online shopping experience. In this paper, we conducted a survey on customer experience, alternative attractiveness, and customer loyalty, and created a model to analyze the associations among these attributes. Customer experience was measured from five dimensions: website, product, service, brand and emotion. In the analytical model, the dimensions of customer experience were taken as independent variables, customer loyalty as a dependent variable, and alternative attractiveness as a moderating variable. Correlation and regression analyses were performed to assess the impacts of customer experience and alternative attractiveness on customer loyalty. Based on the survey data of 250 validated questionnaires, it was found that customer loyalty is significantly correlated with all the five dimensions of customer experience and with alternative attractiveness. Among the five dimensions of customer experience, service, emotion, and product experiences have slightly higher correlations than website and brand experiences. Alternative attractiveness has a small negative correlation with on customer loyalty.

மறுப்பு: இந்த சுருக்கமானது செயற்கை நுண்ணறிவு கருவிகளைப் பயன்படுத்தி மொழிபெயர்க்கப்பட்டது மற்றும் இன்னும் மதிப்பாய்வு செய்யப்படவில்லை அல்லது சரிபார்க்கப்படவில்லை

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