Mediating Roles of Customer Engagement and Satisfaction in the Connection Between E-Retail Customer Experience and Loyalty

Abstract

The fundamental purpose of the research is to scrutinize experimentally how customer engagement (CE) and satisfaction (CS) mediated the influence of customer experience (CX) and loyalty (CL). Purposive sampling was used to choose a sample of 220 respondents for this study of e-retailer customers. This study looked at how CE antecedents influenced CL in the e-retailer market. The analytical tool employed was Structural Equation Modelling (SEM), which utilized the AMOS 26 application package. The study's major findings revealed that CX had a favorable and considerable effect on CE and CS. CX, CE, and CS all had a positive and significant impact on CL. Furthermore, CE and CS were found to moderate the connection between e-retailer CX and CL. CE, on the other hand, had no beneficial impact on CS. Finally, the importance of this research is to show how the development of CX impacts the CE, CS, and CL of e-retailer customers.