Impact of customer reviews on key experience variables of satisfaction and loyalty in the context of online shopping
Daud, N. M.; Bhat, Ravi; Gaur, S. S.; Sembada, A. Y.
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Citation:Daud, N. M., Bhat, R., Gaur, S. S., & Sembada, A. Y. (2016, December 5-7). Impact of Customer Reviews on Key Experience Variables of Satisfaction and Loyalty in the Context of Online Shopping. Paper presented at ANZMAC, Christchurch, New Zealand.
Permanent link to Research Bank record:http://hdl.handle.net/10652/4135
As customers continuously migrate towards online shopping, there is an increasingly urgent need for businesses to adapt, by first understanding how key experiences shape the satisfaction and loyalty of online shoppers. We forward that customer reviews would significantly moderate the relationship between these key customer experience variables and customers’ satisfaction and loyalty. Evidence from a survey of 300 online shoppers in New Zealand revealed that customer reviews moderated all customer experience variables except merchandise variety. This paper thus enriches the understanding of customer experience in the context of online shopping.