ENHANCING CUSTOMER EXPERIENCE IN E-RETAILING: EXAMINING THE ROLE OF WEBSITE ATTRIBUTES, CUSTOMER SERVICE, SATISFACTION, TRUST, AND WORD-OF-MOUTH IN DRIVING REPURCHASE INTENTION

The rapid expansion in electronic retailing, due to improvements in technology and increased internet access, has altered the patterns of consumer shopping behavior, changing the online marketplace and meeting customer expectations. This paper examines the primary contributors of Customer Experience (CE) of e-retailing, based on the roles of Website Attributes (WA), Customer Service (CS), Satisfaction (SAT), Trust (TR), and Word- of-Mouth (WOM), constituting Repurchase Intention (RI). This study provides a holistic analysis of the determinants of CE, namely, customer interaction touchpoints, satisfaction, trust, and loyalty. The results show that CE can be maximized by making the website attractive and easy to use, responsive customer service, and efficient fulfillment processes, leading to greater customer satisfaction and trust. In addition, SAT and TR are moderators that strengthen the CE-RI link, while WOM is a moderator that strengthens these relationships. This study provides e-retailers with valuable insights to enhance website usability, service quality, and WOM to achieve long-term retention and loyalty of customers in this competitive digital marketplace.