The impact of customer experience quality on brand loyalty in the e-commerce industry

Abstract

 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.