Research on the Influence of Customer Experience upon Brand Loyalty of B2C Website
Yi Yang, Yao Cai
Available Online May 2016.
- https://doi.org/10.2991/icpel-16.2016.2How to use a DOI?
- customer experience, brand loyalty, B2C website,suggestions
- In order to enhance customer's brand loyalty of B2C website and improve customer's repeat purchase rate in the website, this research based on the perspective of customer's online shopping experience. To conclude the influencing factors of consumer's brand loyalty to B2C website: website experience, logistics experience, product experience and after-sales experience. Finally, corresponding countermeasures and suggestions are proposed to improve customer's experience and brand loyalty to B2C website. Such as enhance the responsiveness of website's services, strengthen website's sensory experience; improve the order processing speed and the logistics service quality; rich the product information of website, provide competitive products; improve the quality of after-sales service, shape excellent service brand. This paper's innovation is that Consumers' shopping experience was analyzed from the online experience to offline experience.ÿTherefore, the conclusions can be applied to B2C website in some degree.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Yi Yang AU - Yao Cai PY - 2016/05 DA - 2016/05 TI - Research on the Influence of Customer Experience upon Brand Loyalty of B2C Website BT - 2016 International Conference on Politics, Economics and Law (ICPEL 2016) PB - Atlantis Press SP - 5 EP - 8 SN - 2352-5398 UR - https://doi.org/10.2991/icpel-16.2016.2 DO - https://doi.org/10.2991/icpel-16.2016.2 ID - Yang2016/05 ER -