Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation
With the increasing growth of online shopping, businesses are intertwining to establish new shopping antecedents. Customer experience has steadily become the most important source of retailers’ long-term competitive advantage via difference. To preserve long-term and sustained consumer loyalty, reta...
| Main Authors: | , , , , , , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-07-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.897851/full |
| _version_ | 1811311668438761472 |
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| author | Farooq Ahmad Farooq Ahmad Khurram Mustafa Syed Ali Raza Hamid Kausar Fiaz Khawaja Shagufta Zada Shagufta Zada Saqib Jamil Muhammad Nawaz Qaisar Muhammad Nawaz Qaisar Alejandro Vega-Muñoz Nicolás Contreras-Barraza Naveed Anwer Naveed Anwer |
| author_facet | Farooq Ahmad Farooq Ahmad Khurram Mustafa Syed Ali Raza Hamid Kausar Fiaz Khawaja Shagufta Zada Shagufta Zada Saqib Jamil Muhammad Nawaz Qaisar Muhammad Nawaz Qaisar Alejandro Vega-Muñoz Nicolás Contreras-Barraza Naveed Anwer Naveed Anwer |
| author_sort | Farooq Ahmad |
| collection | DOAJ |
| description | With the increasing growth of online shopping, businesses are intertwining to establish new shopping antecedents. Customer experience has steadily become the most important source of retailers’ long-term competitive advantage via difference. To preserve long-term and sustained consumer loyalty, retailers must continually improve the customer experiences. This study presents a framework for online retailing in a digital environment called the Online Customer Experience-Engagement Context model in the presence of value co-creation (VCC). Data was gathered from 189 people who purchased products online. For additional analysis, testing the hypothesis, and model construction, SPSS 26 and Smart-PLS were used. The data was then evaluated further using descriptive statistics, path analysis, measurement, and structural model. The findings show that the online customer experience (measured as shopping environment, shopping procedure, staff service experience, and product experience) substantially influenced customer engagement, which improved customer loyalty. The VCC strengthened the link between online customer experience and customer engagement. It suggests that including consumers in co-creating a delightful online customer experience from time to time may be a valuable strategy for online retailers to increase customer engagement and loyalty. To create an overarching outcome, information integration theory (IIT), multi-attribute utility theory (MAUT), and the attitude-behavior-context theory (ABC) theories are converged to explain the proposed model in the study. |
| first_indexed | 2024-04-13T10:22:59Z |
| format | Article |
| id | doaj.art-6d6717aac79c4b35af2899e9f60d4eaa |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-13T10:22:59Z |
| publishDate | 2022-07-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-6d6717aac79c4b35af2899e9f60d4eaa2022-12-22T02:50:26ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-07-011310.3389/fpsyg.2022.897851897851Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creationFarooq Ahmad0Farooq Ahmad1Khurram Mustafa2Syed Ali Raza Hamid3Kausar Fiaz Khawaja4Shagufta Zada5Shagufta Zada6Saqib Jamil7Muhammad Nawaz Qaisar8Muhammad Nawaz Qaisar9Alejandro Vega-Muñoz10Nicolás Contreras-Barraza11Naveed Anwer12Naveed Anwer13Faculty of Management Sciences, University of Okara, Okara, PakistanFatima Jinnah Women University, Rawalpindi, PakistanFaculty of Management Sciences, University of Okara, Okara, PakistanHamdard Institute of Management Sciences, Hamdard University, Islamabad, PakistanFaculty of Management Sciences, International Islamic University, Islamabad, PakistanBusiness School, Henan University, Kaifeng, ChinaDepartment of Business Administration, ILMA University, Karachi, PakistanFaculty of Management Sciences, University of Okara, Okara, PakistanFaculty of Management Sciences, National University of Modern Languages, Islamabad, PakistanNational Accountability Bureau, Peshawar, PakistanPublic Policy Observatory, Universidad Autónoma de Chile, Santiago, Chile0Facultad de Economía y Negocios, Universidad Andres Bello, Santiago, Chile1Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Larkana, Pakistan2Lahore Business School, University of Lahore, Lahore, PakistanWith the increasing growth of online shopping, businesses are intertwining to establish new shopping antecedents. Customer experience has steadily become the most important source of retailers’ long-term competitive advantage via difference. To preserve long-term and sustained consumer loyalty, retailers must continually improve the customer experiences. This study presents a framework for online retailing in a digital environment called the Online Customer Experience-Engagement Context model in the presence of value co-creation (VCC). Data was gathered from 189 people who purchased products online. For additional analysis, testing the hypothesis, and model construction, SPSS 26 and Smart-PLS were used. The data was then evaluated further using descriptive statistics, path analysis, measurement, and structural model. The findings show that the online customer experience (measured as shopping environment, shopping procedure, staff service experience, and product experience) substantially influenced customer engagement, which improved customer loyalty. The VCC strengthened the link between online customer experience and customer engagement. It suggests that including consumers in co-creating a delightful online customer experience from time to time may be a valuable strategy for online retailers to increase customer engagement and loyalty. To create an overarching outcome, information integration theory (IIT), multi-attribute utility theory (MAUT), and the attitude-behavior-context theory (ABC) theories are converged to explain the proposed model in the study.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.897851/fullonline customer experiencecustomer loyaltyvalue co-creationmulti-attribute utility theoryattitude-behavior-context theorycustomer engagement |
| spellingShingle | Farooq Ahmad Farooq Ahmad Khurram Mustafa Syed Ali Raza Hamid Kausar Fiaz Khawaja Shagufta Zada Shagufta Zada Saqib Jamil Muhammad Nawaz Qaisar Muhammad Nawaz Qaisar Alejandro Vega-Muñoz Nicolás Contreras-Barraza Naveed Anwer Naveed Anwer Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation Frontiers in Psychology online customer experience customer loyalty value co-creation multi-attribute utility theory attitude-behavior-context theory customer engagement |
| title | Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation |
| title_full | Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation |
| title_fullStr | Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation |
| title_full_unstemmed | Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation |
| title_short | Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation |
| title_sort | online customer experience leads to loyalty via customer engagement moderating role of value co creation |
| topic | online customer experience customer loyalty value co-creation multi-attribute utility theory attitude-behavior-context theory customer engagement |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.897851/full |
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