Research On The Effect Of Customer Online Shopping Experience On Website Customer Loyalty

Rosenber and Czepiel(1983) document that it costs 6 times to create a new customer more than to maintain an old customer. Reichheld and Sasser(1990) point out on Harvard Business Review that if the customer loyalty increases by 5%, the profits of enterprises will increase by 25%. Godin and Gladwell (2001) insist that e-loyalty and customer loyalty have nearly the same meaning. Therefore, A certain number of loyal customers is very important not only for traditional stores but also for internet stores to gain profits. However, In the network economy the customers'switching costs are very low they can buy things from other websites through a few mouse clicks. In addition to this,for internet stores they can communicate with their customers only through internet as a result maintain a certain number of loyal customers is extremely difficult.hi da(2009) deemed that good online customer experience is essential for Internet stores. Customer online shopping experience is the psychological feelings which emerge with the interaction between customers and internet stores. If customers consider their shopping experience as a good one their customer emotion will be good too, they will continue buying goods from the internet store, they can even recommend this site to others.This research found out that most previous studies about the relationship between online customer experience and website customer loyalty were based on the customer experience dimensions which was established either from purpose of experience or psychological needs. Although many scholars have used customer value to explain the relationship between customer experience and customer loyalty, I think only from the customer value routine is not sufficient,the role of customer emotion played to explain the relationship of customer experience and customer loyalty should be paid more attention to.My research adopted the customer experience dimensions which were established by Suresh and his partners. Based on the literature review, the questionnaire was determined. Because of constraints of money,time and energy, This article only takes students in three universities in Changchun City as subjects of the investigation. In the three universities 300 questionnaires were distributed and they were all taken back,288 of them were valid. Four kinds of analysis tools such as reliability and validity analysis,descriptive statistics,factor analysis,regression analysis were used. First, frequency distribution,percentage,cumulative percentage were used to analyze the personal characteristics of the respondents. Then reliability and validity analysis were made to test whether the scale can satisfy the need of this article. Factor analysis was used to test whether the online customer experience dimensions were valid in china. At last, the relationship between the variables of the model was tested by using regression analysis. Through all these tests, The following several conclusions were made:Firstly, Every item of the five constructs converged,the factor loadings are almost all above 0.5 except one construct. The online customer experience dimensions established by Suresh and his partners were also valid in china.Secondly, customer online experience can impact on website customer loyalty not only through customer value but also through customer emotions.Finally, The impact of customer online experience on website customer loyalty is more significantly through customer value than that of customer emotion.The significance of this study also exists in that it told the internet store owners that not only providing customers with high quality and low price goods but also efforts to bring customers good emotion can create high degree customer loyalty. For internet stores, in addition to pay attention to providing customers with high quality and low price goods, they should also pay more attention to things like these:product catalog, product display, online help, web site design, additional product evaluation information, discounts, gifts. for customers. this article helps them to evaluate all the business sales practices correctly.Though some results was obtained in this study, there were still several limitations:(1) Data representation. The representativeness of the sample was mainly reflected in the style of sample drawing, size of the sample and the collection area of the sample. This study was limited with research funding, time, energy and other objective conditions, The collected sample data was focused on undergraduate students in Changchun, the sample size was not big enough and the other consumer groups except undergraduate students were not involved in, all of these above induced that the representativeness of the sample was not be well guaranteed. In the next study a more scientific sampling methods should be used to improve the representativeness of the sample.(2) The extension of the theme. The objects of the study were the undergraduate students. Absence of an independent economy, the pursuit of new things, working with passion, lack of rational thinking all of these above were the characters of the students. If this study would be generalized to other populations who have the same characteristics of the consumption, and are similar with age and economic status, the characteristic difference between the other groups with the undergraduate students should be additional considered, These which were not covered in this study can be used as the starting point for further research.(3) The simple of the measurement of the customer emotion. The main reason was that a measurement scale of measuring the customer emotion which was generally accepted by scholars was not existed. In the further research, a good reliability, validity and more accepted measurement scale of customer emotion can be developed reference to many renowned scholars' measurement scale.(4) The interaction of the dimensions of customer experience may affect the customer emotion and customer value, between the customer experience the customer may also affect the emotional and customer value, and this affect Website customer loyalty ultimately, this was not the research priorities, In future study, more attention should be taken to this aspect.