Browse > Article
http://dx.doi.org/10.13106/jafeb.2021.vol8.no4.0983

Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia  

ZAID, Sudirman (Department of Management, Faculty of Economics and Business, Halu Oleo University)
PATWAYATI, Patwayati (Department of Management, Faculty of Economics and Business, Halu Oleo University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.4, 2021 , pp. 983-992 More about this Journal
Abstract
This study aims to examine the impact of customer experience and customer engagement on customer satisfaction and customer loyalty in e-retailing in Indonesia. This study uses data from 512 respondents in six e-retailing namely; Bukalapak, Tokopedia, Lazada, Blibli, Shopee and Zalora which are often used by students at the Department of Management, Faculty of Economics and Business, Halu Oleo University of Indonesia. The structural model developed in this study was tested using Partial Least Squared (PLS). The results of the study found that there was a reciprocal relationship between customer experience and customer engagement. The results also found that customer experience and customer engagement have a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction have a positive and significant effect on customer loyalty. In this study it was also found that customer experience has an indirect effect on customer satisfaction and customer loyalty through customer engagement, and customer engagement also has an indirect effect on customer satisfaction and customer loyalty through customer engagement. This study was focused on relationship between customer experience, customer engagement, satisfaction and loyalty. Therefore, future research is expected to be able to test the determinant factors of customer experience and customer engagement.
Keywords
Customer Experience; Customer Engagement; Customer Satisfaction; Customer Loyalty; E-retailing;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Akram, S., & Kortam, W. (2020). The Impact of Customer Experience in Online Brand Communities on Customer Engagement and Purchase Intentions Among Arab Internet Users: Theoretical Analysis, Conceptual Framework and Research Agenda. Business and Management Studies, 6(3), 26-54. https://doi.org/10.11114/bms.v6i3.5021   DOI
2 Al-Dmour, H. H., Ali, W. K., & Al-Dmour, R. H. (2019). The Relationship Between Customer Engagement, Satisfaction, and Loyalty. International Journal of Customer Relationship Marketing and Management (IJCRMM), 10(2), 35-60. https://doi.org/10.4018/IJCRMM.2019040103   DOI
3 Azemi, Y., Ozuem, W., Howell, K. E., & Lancaster, G. (2019). An exploration into the practice of online service failure and recovery strategies in the Balkans. Journal of Business Research, 94, 420-431. https://doi.org/10.1016/j.jbusres.2018.08.035   DOI
4 Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53, 101985. https://doi.org/10.1016/j.jretconser.2019.101985   DOI
5 Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648. https://doi.org/10.1007/s11747-019-00718-x   DOI
6 Chen, X., Sun, X., Yan, D., & Wen, D. (2020). Perceived sustainability and customer engagement in the online shopping environment: The rational and emotional perspectives. Sustainability, 12(7), 2674, 1-16. https://doi.org/10.3390/su12072674   DOI
7 De Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A framework for understanding and managing the customer experience. Marketing Science Institute working paper series, 85(1), 15-121. https://www.msi.org/reports/a-framework-forunderstanding-and-managing-the-customer-experience/
8 Deyalage, P. A., & Kulathunga, D. (2019). Factors affecting online customer satisfaction: the Sri Lankan perspective. International Journal of Business and Management, 14(2), 99-114. https://doi.org/10.5539/ijbm.v14n2p99   DOI
9 Godovykh, M., & Tasci, A. D. (2020). Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, 100694. https://doi.org/10.1016/j.tmp.2020.100694   DOI
10 Gupta, S., Pansari, A., & Kumar, V. (2018). Global customer engagement. Journal of International Marketing, 26(1), 4-29. https://doi.org/10.1509/jim.17.0091   DOI
11 Hapsari, R., Hussein, A. S., & Handrito, R. P. (2020). Being fair to customers: A strategy in enhancing customer engagement and loyalty in the Indonesia Mobile Telecommunication Industry. Services Marketing Quarterly, 41(1), 49-67. https://doi.org/10.1080/15332969.2019.1707375   DOI
12 Jaiswal, S., & Singh, A. (2020). Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction. Paradigm, 24(1), 41-55. https://doi.org/10.1177/0971890720914121   DOI
13 Iqbal, T. (2020). Best Customer Experience in E-Retailing: A Knowledge-Based Empirical Model. International Journal of Online Marketing (IJOM), 10(2), 57-73. https://doi.org/10.4018/IJOM.2020040105   DOI
14 Islam, J. U., Shahid, S., Rasool, A., Rahman, Z., Khan, I., & Rather, R. A. (2020). Impact of website attributes on customer engagement in banking: a solicitation of stimulus-organismresponse theory. International Journal of Bank Marketing, 38(6), 1279-1303. https://doi.org/10.1108/IJBM-12-2019-0460   DOI
15 Izogo, E. E., & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market. Journal of Research in Interactive Marketing, 12(2), 193-214. https://doi.org/10.1108/JRIM-02-2017-0015   DOI
16 Japutra, A., Utami, A. F., Molinillo, S., & Ekaputra, I. A. (2020). Influence of customer application experience and value in use on loyalty toward retailers. Journal of Retailing and Consumer Services, 102390. https://doi.org/10.1016/j.jretconser.2020.102390   DOI
17 Kaur, M. (2018). Exploring the Determinants of E-Service quality in E-Retailing. Researchers World, 9(1), 9-18. https://doi.org/10.18843/rwjasc/v9i1/02   DOI
18 Le, H. B. H., & Le, T. B. (2020). Impact of Destination Image and Satisfaction on Tourist Loyalty: Mountain Destinations in Thanh Hoa Province, Vietnam. The Journal of Asian Finance, Economics, and Business, 7(4), 185-195. https://doi.org/10.13106/jafeb.2020.vol7.no4.185   DOI
19 McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210-224. https://doi.org/10.1016/j.chb.2019.07.002   DOI
20 Marino, V., & Presti, L. L. (2018). Engagement, satisfaction and customer behavior-based CRM performance: an empirical study of mobile instant messaging. Journal of Service Theory and Practice, 28(5), 682-707. https://doi.org/10.1108/JSTP11-2017-0222   DOI
21 Micu, A. E., Bouzaabia, O., Bouzaabia, R., Micu, A., & Capatina, A. (2019). Online customer experience in e-retailing: implications for web entrepreneurship. International Entrepreneurship and Management Journal, 15(2), 651-675. https://doi.org/10.1007/s11365-019-00564-x   DOI
22 Molinillo, S., Anaya-Sanchez, R., & Liebana-Cabanillas, F. (2020). Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites. Computers in Human Behavior, 108, 105980. https://doi.org/10.1016/j.chb.2019.04.004   DOI
23 Nguyen, D. T., Pham, V. T., Tran, D. M., & Pham, D. B. T. (2020). Impact of service quality, customer satisfaction, and switching costs on customer loyalty. Journal of Asian Finance, Economics and Business, 7(8), 395-405. https://doi.org/10.13106/jafeb.2020.vol7.no8.395   DOI
24 Otsetova, A. (2017). Relationship between logistics service quality, customer satisfaction and loyalty in courier services industry. Management & Education/Upravlenie i Obrazovanie, 13.
25 Pandey, N., Tripathi, A., Jain, D., & Roy, S. (2020). Does price tolerance depend upon the type of product in e-retailing? Role of customer satisfaction, trust, loyalty, and perceived value. Journal of Strategic Marketing, 28(6), 522-541. https://doi.org/10.1080/0965254X.2019.1569109   DOI
26 Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journai, 32(6), 1443-1466. https://doi.org/10.1108/TQM-02-2020-0019   DOI
27 Pekovic, S., & Rolland, S. (2020). Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience. Journal of Retailing and Consumer Services, 56, 102171. https://doi.org/10.1016/j.jretconser.2020.102171   DOI
28 Quach, S., Barari, M., Moudry, D. V., & Quach, K. (2020). Service integration in omnichannel retailing and its impact on customer experience. Journal of Retailing and Consumer Services, 102267. https://doi.org/10.1016/j.jretconser.2020.102267   DOI
29 Rather, R. A. (2020). Customer experience and engagement in tourism destinations: the experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), 15-32. https://doi.org/10.1080/10548408.2019.1686101   DOI
30 Rizan, M., Febrilia, I., Wibowo, A., & Pratiwi, R. D. R. (2020). Antecedents of Customer Loyalty: Study from the Indonesia's Largest E-commerce. The Journal of Asian Finance, Economics and Business, 7(10), 283-293. https://doi:10.13106/jafeb.2020.vol7.n10.283   DOI
31 Roy, S. K., Gruner, R. L., & Guo, J. (2020). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 1-24. https://doi.org/10.1080/0965254X.2019.1642937   DOI
32 Singh, R., & Soderlund, M. (2020). Extending the experience construct: an examination of online grocery shopping. European Journal of Marketing, 54(10), 2419-2446. https://doi.org/10.1108/EJM-06-2019-0536   DOI
33 Tran, V. D. (2020). The relationship among product risk, perceived satisfaction and purchase intentions for online shopping. The Journal of Asian Finance, Economics, and Business, 7(6), 221-231. https://doi.org/10.13106/jafeb.2020.vol7.no6.221   DOI
34 So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329. https://doi.org/10.1177/1096348012451456   DOI
35 Tandon, U., Kiran, R., & Sah, A. (2017). Analyzing customer satisfaction: users perspective towards online shopping. Nankai Business Review International, 8(3), 266-288. https://doi.org/10.1108/NBRI-04-2016-0012   DOI
36 To, T. H., Du Kim, D. O., Bui, L. T. H., & Pham, H. T. L. (2020). Factors Affecting Customer Satisfaction When Buying on Facebook in Vietnam. The Journal of Asian Finance, Economics and Business, 7(10), 267-273. https://doi.org/10.13106/jafeb.2020.vol7.n10.267   DOI
37 Tyrvainen, O., Karjaluoto, H., & Saarijarvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 102233. https://doi.org/10.1016/j.jretconser.2020.102233   DOI
38 Van Tonder, E., & Petzer, D. J. (2018). The interrelationships between relationship marketing constructs and customer engagement dimensions. The Service Industries Journal, 38(13-14), 948-973. https://doi.org/10.1080/02642069.2018.1425398   DOI
39 Vasic, N., Kilibarda, M., & Kaurin, T. (2019). The influence of online shopping determinants on customer satisfaction in the Serbian market. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 70-89. http://dx.doi.org/10.4067/S0718-18762019000200107   DOI
40 Vijay, S. T., Prashar, S., & Sahay, V. (2019). The influence of online shopping values and web atmospheric cues on e-loyalty: Mediating role of e-satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 14(1), 1-15. https://doi.org/10.4067/S0718-18762019000100102   DOI
41 Won, J., & Kim, B. Y. (2020). The effect of consumer motivations on purchase intention of online fashion-sharing platform. The Journal of Asian Finance, Economics, and Business, 7(6), 197-207. https://doi.org/10.13106/jafeb.2020.vol7.no6.197   DOI
42 Wu, X., Du, S., & Sun, Y. (2020). E-tailing service recovery and customer satisfaction and loyalty: Does perceived distributive justice matter?. Social Behavior and Personality: An International Journal, 48(5), 1-15. https://doi.org/10.2224/sbp.9048   DOI
43 Zhang, C., Ma, S., Li, S., & Singh, A. (2020). Effects of customer engagement behaviors on action loyalty: moderating roles of service failure and customization. International Journal of Contemporary Hospitality Management, 33(1), 286-304. https://doi.org/10.1108/IJCHM-08-2019-0740   DOI