Impact of Online Retailing Customer Experience on Customer Satisfaction and Customer Loyalty

Abstract

This paper studied the impact of online retailing customer experience on customer satisfaction and loyalty. Online retailing customer experience was divided into four dimensions in the paper, namely functional experience, sensory experience, affective experience and related experience. A conceptual model was then built to reflect how online retailing customer experience influence customer satisfaction and customer loyalty. Then, structural equation model was applied to test and revise the conceptual model based on data from questionnaire survey. Finally, this paper put forward some suggestions for improving online retailing customer satisfaction and loyalty based on the conceptual model result.