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-point Likert scale. Initially, confirmatory factor analyses and reliability analysis were performed, respectively in order to determine the validity and reliability of the scale. Findings As a result of the analyses, it has been empirically proven that an online flow state, which is a momentary phenomenon, helps online e-commerce websites build customer satisfaction and customer loyalty indirectly through customer experience. These results are partly parallel with those in the extant literature. Originality This study is significant in the literature in that, as opposed to the extant literature, online flow state is found to influence customer satisfaction and customer loyalty rather indirectly via moderating effect of customer experience. Additionally, it is the first to incorporate customer satisfaction along with customer loyalty as a new construct affected by online flow state and customer experience. The results also have important managerial implications.

Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation

“…Based on these findings, it can be concluded that an online customer experience, which is a one-time event, directly impacts a long-term phenomenon like customer loyalty. However, because a better online flow state leads to a better overall brand experience, it aids in the development of stronger client loyalty ( Ertemel et al, 2021 ). The findings show that investing in a flawless online experience that puts customers in the flow keeps them amused and improves brand loyalty over experience.…”

Analysis the Effect of Brand Experience and Brand Innovation on Brand Loyalty With Brand Trust as a Mediation Variable

“…Brand Experience has a positive and significant effect on consumer loyalty (Japutra, et al, 2021). Research from (Pratiwi, RS, et al, 2021;Ertemel, et al, 2021) also shows that brand experience affects brand loyalty. Thus the following hypothesis is proposed.…”

“…The experience that consumers have of a product is brand experience. A good brand experience has a positive and significant impact on consumer loyalty (Ertemel et al, 2021). Brand Experience has a positive and significant effect on consumer loyalty (Japutra, et al, 2021).…”

Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia

“…Thus, it demonstrates that few research studies with a narrow scope have been undertaken in Asia. In contrast, brand loyalty among consumers is a serious issue in the present era ( Safeer et al, 2021c ), and several researchers advocate for additional research on consumer brand loyalty by examining firms’ innovation activities through the lens of consumer perceptions ( Zameer et al, 2019 ; Ertemel et al, 2021 ; Safeer et al, 2021c ). As a result, this research proposes that “how consumers perceive firms’ innovation activities affect their brand loyalty via brand prototypes, preferences, and recommendations?” Therefore, this study pursues the following specific aims in the context of Asia, including China, Pakistan, and Indonesia:…”