The role of customer experience in the effect of online flow state on customer loyalty.

ABSTRACT:

Purpose

The Internet revolution has radically changed the means of conducting business all over the world in the past few decades. The digital medium enables consumers worldwide to shop online through B2C e-commerce websites in a convenient manner. Online websites compete to provide a compelling and seamless brand experience to retain their customers. In order to achieve this, fostering a state of flow may help the brands increase customer experience, customer satisfaction and loyalty. In this study, the aforementioned phenomenon is tested against Turkish university students.

Methodology

The study was conducted against 538 valid respondents. The results of the survey were interpreted with the structural equation modeling method. Quantitative data were obtained using a five-p

SUBMITTER: Ertemel AV 

PROVIDER: S-EPMC8282012 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature