The role of customer experience in the effect of online flow state on customer loyalty

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dc.authorid0000-0001-9685-5334en_US
dc.authorid0000-0002-2847-5126en_US
dc.authorid0000-0002-5028-1096en_US
dc.contributor.authorErtemel, Adnan Veysel
dc.contributor.authorCivelek, Mustafa Emre
dc.contributor.authorEroğlu Pektaş, Güzide Öncü
dc.contributor.authorÇemberci, Murat
dc.date.accessioned2021-07-16T12:17:01Z
dc.date.available2021-07-16T12:17:01Z
dc.date.issued2021en_US
dc.departmentFakülteler, İşletme Fakültesi, Uluslararası Ticaret Bölümüen_US
dc.description.abstractPurpose The Internet revolution has radically changed the means of conducting business all over the world in the past few decades. The digital medium enables consumers worldwide to shop online through B2C e-commerce websites in a convenient manner. Online websites compete to provide a compelling and seamless brand experience to retain their customers. In order to achieve this, fostering a state of flow may help the brands increase customer experience, customer satisfaction and loyalty. In this study, the aforementioned phenomenon is tested against Turkish university students. Methodology The study was conducted against 538 valid respondents. The results of the survey were interpreted with the structural equation modeling method. Quantitative data were obtained using a five-point Likert scale. Initially, confirmatory factor analyses and reliability analysis were performed, respectively in order to determine the validity and reliability of the scale. Findings As a result of the analyses, it has been empirically proven that an online flow state, which is a momentary phenomenon, helps online e-commerce websites build customer satisfaction and customer loyalty indirectly through customer experience. These results are partly parallel with those in the extant literature. Originality This study is significant in the literature in that, as opposed to the extant literature, online flow state is found to influence customer satisfaction and customer loyalty rather indirectly via moderating effect of customer experience. Additionally, it is the first to incorporate customer satisfaction along with customer loyalty as a new construct affected by online flow state and customer experience. The results also have important managerial implications.en_US
dc.identifier.doi10.1371/journal.pone.0254685en_US
dc.identifier.endpage15en_US
dc.identifier.issue7en_US
dc.identifier.pmid34264997en_US
dc.identifier.scopus2-s2.0-85110725488en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage1en_US
dc.identifier.urihttps://hdl.handle.net/11467/4993
dc.identifier.urihttps://doi.org/10.1371/journal.pone.0254685
dc.identifier.volume16en_US
dc.identifier.wosWOS:000678120600016en_US
dc.identifier.wosqualityQ2en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.indekslendigikaynakPubMeden_US
dc.language.isoenen_US
dc.publisherPLOSen_US
dc.relation.ispartofPLoS ONEen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.titleThe role of customer experience in the effect of online flow state on customer loyaltyen_US
dc.typeArticleen_US

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