Article: DRMJ vol12 no02 2023-4
Publication:
DOI:
10.17708/DRMJ.2023.v12n02a04
Author(s):
Excerpt:
The study analysed the relationship between customer experience management dimensions and loyalty for e‐commerce websites and mobile applications. Suggestions are made to measure, benchmark, and improve the customer experience dimensions to gain and maintain customer loyalty. In a field survey, simple random sampling was used to collect online responses from 104 well‐informed, active e‐commerce customers across India. Partial least squares structural equation modeling using SmartPLS software was conducted to analyze the hypothesized relationship in the framework. Among the dimensions of customer experience, the results show that effectiveness, efficiency, quality, and satisfaction positively affect customer loyalty to the e‐commerce application. The positive impact of customer support on one of the determinant constructs, satisfaction was statistically significant. A practitioner may use the customer experience dimensions to holistically measure whether an e‐commerce application version or customer experience design leads to better customer loyalty. The positive findings related to measurement results in terms of an intuitive graphical user interface, simplifying the process flow, data backup, using serverless cloud computing, deploying security measures, and deploying artificial intelligence chatbot and customer support should lead to the required improvement of the dimensions for better customer loyalty. The study adds to the knowledge base related to customer experience management with the associated framework.
Pages:
49‐64