The Impact of Customer Experience Quality on Brand Loyalty in the E- commerce Industry

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摘要

In the highly competitive e- commerce market, customer experience quality has emerged as a crucial factor influencing brand loyalty. This study aims to explore the relationship between customer experience quality and brand loyalty in the e- commerce context. Through a comprehensive literature review, we first identify the key dimensions of customer experience quality, including website usability, product quality, service quality, and delivery experience. Then, we propose a theoretical model based on the expectancy- disconfirmation theory and the theory of planned behavior. A survey was conducted among 300 e- commerce customers, and the data was analyzed using structural equation modeling. The results show that all dimensions of customer experience quality have a significant positive impact on brand loyalty. Specifically, service quality has the strongest influence, followed by product quality, website usability, and delivery experience. This study provides valuable insights for e- commerce companies to improve their customer experience management and enhance brand loyalty.

文献引用

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