The Effect of Online Customer Experience Toward Customer Satisfaction and Customer Loyalty

Christabella Aurelia () and Nurrani Kusumawati
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Christabella Aurelia: Bandung Institute of Technology, School of Business and Management
Nurrani Kusumawati: Bandung Institute of Technology, School of Business and Management

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 560-568 from Springer

Abstract: Abstract Over the past five years, the local skincare industry in Indonesia has grown quickly. One of the regional brands that have recently attracted attention is called Somethinc. It was launched in 2019 and significantly grow over the last three years, is currently ranked third among Indonesia’s domestic skincare brands. Even though they have had great success, the customer experience—from the website’s lack of product details to the best-selling goods that are frequently sold out—affects both the consumer’s contentment and their commitment to a certain skincare brand. In order to ascertain the relationship between online customer experience features and consumer satisfaction as well as to gauge client loyalty, this research’s goals are as follows. Both qualitative and quantitative methods were employed in this study. In qualitative research, interviews were conducted to collect additional variables that were then manually coded and analyzed. Ten respondents were chosen for interviews based on the author’s criteria. Data triangulation, which entails ethnographic observations and literature checks, will then be used to confirm the data. The data will then be further validated using quantitative methods by distributing online questionnaires. The study’s 246 respondents were subjected to the author’s criteria. In the analysis, the writer uses the model of partial least squares structural equation and descriptive analysis. In order to advance information about how to create cosmetics online stores that deliver a fantastic customer experience, this study’s findings illustrate the variations in pertinent online customer experience components. As a result, based on the findings of this study, the Somethinc brand may utilize this result to improve customer satisfaction, which would result in Somethinc having more devoted customers. Other local skincare businesses could also use this result to draw people to purchase their goods and services.

Keywords: Customer Experience; Customer Satisfaction; Customer Loyalty (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_57

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