The objectives of this study were to identify major dimensions of customers’ online shopping experience and to examine their impacts on customer loyalty. Customer experience dimensions were firstly searched from the reviewed literatures, and the five dimensions, that is, website, product, service, brand, and emotional experience, were deemed to be relevant to the apparel business-to-consumer ecommerce by experienced shoppers through in-person interviews. Online shopping experience data were then collected through an online questionnaire surveyed in two timeframes, generating two datasets that have 306 and 369 valid samples, respectively. The reliability of the measurement scale was assessed with the two datasets by Cronbach’s alpha coefficients; the scale’s construct validity was verified with the first dataset by the exploratory factor analysis, and the confirmatory factor analysis was performed with the second dataset to evaluate the fit indices, convergent validity, and discriminant validity of the scale. Lastly, the correlation and regression analyses were conducted to establish an experience–loyalty model. It was found that the effects of customer experience decreased in the order from product, brand, service, emotional, and website experience. The factor loadings of the scale items indicated that (a) accurate product information had the strongest effect on website experience, (b) product quality had the strongest effect on product experience, (c) product return and exchange processes had the strongest effect on service experience, (d) apparel brand had the strongest effect on brand experience, and (e) shopping journey had the strongest effect on emotional experience.
Al-dweeriRMObeidatZMAl-dwiryMA.The impact of e-service quality and e-loyalty on online shopping: moderating effect of e-satisfaction and e-trust. Int J Market Stud2017;
9: 92.
10.
Gremler DD. The effect of satisfaction, switching costs, and interpersonal bonds on service loyalty. Unpublished Doctoral Dissertation, Arizona State University, 1995.
Yen HR.An attribute-based model of quality satisfaction for Internet self-service technology. Serv Ind J2005;
25: 641–659.
13.
ChenJVYenDCPornpriphetW.E-commerce web site loyalty: a cross cultural comparison. Inform Syst Front2015;
17: 1283–1299.
14.
SmithER.Seven steps to building e-loyalty. Med Market Media2001;
36: 94–102.
15.
GefenD.Customer loyalty in e-commerce. J Assoc Inform Syst2002;
3: 2.
16.
SriniSSRolphAKishoreP. Customer loyalty in e-commerce: an exploration of its antecedents and consequences. J Retail2002;
78: 41–50.
17.
ChatterjeeS.A comprehensive analysis of customer retention in the retail industry: a case study of TESCO Plc. Int J Lat Technol Eng Manag Appl Sci2018;
7: 59–71.
18.
Russell-BennettRMcColl-KennedyJRCooteLV.Involvement, satisfaction, and brand loyalty in a small business services setting. J Bus Res2007;
60: 1253–1260.
19.
MeyerCSchwagerA.Understanding customer experience. Harvard Bus Rev2007;
85: 116–26.
20.
LemonKNVerhoefPC.Understanding customer experience throughout the customer journey. J Market2016;
80: 69–96.
21.
SilberstonAAbbottL.Quality and competition: an essay in economic theory. Sci Soc1956;
68: 796.
22.
LebergottS.Pursuing happiness: American consumers in the twentieth century.
Princeton, NJ:
Princeton University Press, 1993, p.
188.
23.
ChiaraGRolphSGiulianoN. How to sustain the customer experience: an overview of experience components that cocreate value with the customer. Eur Manag J2007;
25: 395–410.
24.
RoseSClarkMSamouelP, et al.Online customer experience in e-retailing: an empirical model of antecedents and outcomes. J Retail2012;
88: 308–322.
25.
KaynamaSBlackC.A proposal to assess the service quality of online travel agencies: an exploratory study. J Prof Serv Market2000;
21: 63–89.
26.
LoiaconoETChenDQGoodhueDL.WebQual™ revisited: predicting the intent to reuse a web site. AMCIS 2002 Proc2002;
46: 301–309.
27.
ShchiglikCBarnesSJ.Evaluating website quality in the airline industry. J Comput Inform Syst2004;
44: 17–25.
28.
KimSStoelL.Dimensional hierarchy of retail website quality. Inform Manag2004;
41: 619–633.
29.
VijayasarathyLRJonesJM.Print and internet catalog shopping: assessing attitudes and intentions. Internet Res2013;
10: 191–202.
30.
VanessaLMohamedK.Determinants of satisfaction at different adoption stages of internet-based services. J Assoc Inform Syst2003;
4: 206–232.
31.
LeeGGLinHF.Customer perceptions of e-service quality in online shopping. Int J Retail Distrib Manag2005;
33: 161–176.
32.
JiangLJunMYangZ.Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce. Serv Bus2016;
10: 301–317.
33.
BishopGKHathcoteJ.Customer expectations and perceptions of service quality in retail apparel specialty stores. J Serv Market1994;
8: 60–69.
34.
IslamMAKhademMSayemA.Service quality, customer satisfaction and customer loyalty analysis in Bangladesh apparel fashion retail: an empirical study. Int J Fashion Des Technol Educ2012;
5: 213–224.
35.
LinJCLiangH.The influence of service environments on customer emotion and service outcomes. Manag Serv Qual2011;
21: 350–372.
36.
LiljanderVStrandvikT.Emotions in service satisfaction. Int J Serv Ind Manag1997;
8: 148–169.
37.
WongA.The role of emotional satisfaction in service encounters. Manag Serv Qual2004;
14: 365–376.
38.
HomsudSChaveesukS.Understanding a proposed model of customer loyalty formation in B2C e-commerce. Int J Fut Comput Commun2014;
3: 191–196.
39.
SchmittBH.Experiential marketing: how to get customers to sense, feel, think, act, and relate to your company and brands. J Tourism Leisure Res1999; 14: 53–67.
40.
SongW.Research on the influence of B2C e-commerce customer experience on customer loyalty. Shandong University, Jinan, China, 2012, pp.30–35.
41.
WuMYTsengLH.Customer satisfaction and loyalty in an online shop: an experiential marketing perspective. Int J Bus Manag2015;
10: 104–114.
42.
ZengWXRichardsonA. The role of translated information quality in a global e-retailing context. In: Australasian conference on information systems, AISeL, Adelaide, Australia, November 30, 2015.
43.
PritchardMPHavitzMZHowardDR.Analyzing the commitment-loyalty link in service contexts. J Acad Market Sci1999;
27: 333–348.
44.
AfshanAFuQMuhammadIA.E-satisfaction in business-to-consumer electronic commerce. Bus Manag Rev2012;
3: 18–26.
45.
ComreyLALeeHB.A first course in factor analysis. 2nd ed.
Hillside, NJ:
Lawrence Erlbaum Associates, 1992.
BauerHFalkTHammerschmidtM.eTransQual: a transaction process-based approach for capturing service quality in online shopping. J Bus Res2006;
59: 866–875.
48.
WidamanKeith F.Common factor analysis versus principal component analysis: differential bias in representing model parameters?Multivar Behav Res1993;
28: 263.
49.
CunliffeD.Developing usable web sites - a review and model. Internet Res2000;
10: 295–308.
50.
O’CassAGraceD.Exploring consumer experiences with a service brand. J Prod Brand Manag2004;
13: 257–268.
51.
TaberKS.The use of Cronbach's alpha when developing and reporting research instruments in science education.Res Sci Educ 2017(1) 1–24.
52.
NunnallyJCBernsteinIH.The assessment of reliability.Psychomet Theor1994;
3: 248–292.
53.
George D and Mallery M.SPSS for Windows step by step: a simple guide and reference, 17.0 update. 10th ed.
Boston, MA:
Pearson, 2010.
54.
GirdenER.Evaluating research articles from start to finish.
Thousand Oaks, CA:
Sage Publications, 2001.
55.
LuarnPLinHH.A customer loyalty model for eservice context. J Electron Commerce Res2003;
4: 156–167.
56.
CampbellDTFiskeDW.Convergent and discriminant validation by the multitrait-multimethod matrix. Psychol Bull1959;
56: 81–105.
57.
Cabrera-NguyenP.Author guidelines for reporting scale development and validation results. J Soc Soc Work Res2010;
1: 99–103.
58.
JoreskogKGSorbom D. LISREL 7: A guide to the program and applications, Chicago, USA, SPSS Inc.,
1989.
59.
KlineRB.Principles and practice of structural equation modeling. J Am Stat Assoc2011; 101(12): 406.
60.
BrowneMWCudeckR.Alternative ways of assessing model fit. Soc Meth Res1992;
21: 230–258.
61.
HairJFAndersonRETathamRL, et al. Multivariate data analysis. 4th ed.
Prentice-Hall Inc., Englewood Cliffs, NJ, USA, 1995.
62.
HuLTBentlerPM.Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus. J Struct Eq Model1999;
6: 1–55.
63.
FornellCLarckerDF.Evaluating structural equation models with unobservable variables and measurement error. J Market Res1981;
18: 39–50.
64.
YuUJChoEJohnsonKKP.Effects of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping. J Glob Fashion Market2017;
8: 193–206.
65.
LubkeGHMuthenBO.Applying multigroup confirmatory factor models for continuous outcomes to Likert scale data complicates meaningful group comparisons. Struct Eq Model2004;
11: 514–534.
66.
WinshipCMareRD.Regression models with ordinal variables. Am Soc Rev1984;
49: 512–525.
67.
NeterJWassermanWKutnerMHApplied linear statistical models. Technometric1996;
39: 880–880.
68.
Loiacono ET. WebQual™: a website quality instrument. Unpublished Doctoral Dissertation, University of Georgia, 2000, pp.1002–1004.
69.
McGoldrickPJ.Cyberspace marketing: how do surfers determine website quality. In: tenth international conference on research in the distributive trades, University of Stirling, Stirling, Scotland, August 26, 1999, pp.33–44.
70.
PetersonRABalasubramanianSBronnenbergBJ.Exploring the implications of the Internet for consumer marketing. J Acad Market Sci1997;
25: 329–346.
71.
ClaessenJJM.Customer loyalty in an online retailing environment in the Netherlands. Erasmus School of Economics, Rotterdam, Netherlands, 2013, pp.54–58.
72.
RheeJJohnsonKKP.Investigating relationships between adolescents' liking for an apparel brand and brand self congruency.Young Consumers Insight Idea Respons Market2012;
13: 74–85.
