The Impact of User Experience on Customer Loyalty in Online Shopping

This study examines the impact of User Experience (UX) on customer loyalty in online shopping and evaluates fifteen key determinants of online shopping behavior that influence the competitive edge of e-commerce. The primary objective is to understand how a positive user experience can enhance customer loyalty to online shopping platforms. The research employs a qualitative methodology, gathering data through content analysis of customer comments on shopping websites, interviews with e-commerce professionals, and a comparative assessment of the quality of key online shopping behavior determinants implemented by companies. The findings reveal that a good user experience plays a crucial role in maintaining customer loyalty, as customers are more likely to make repeat purchases if they feel comfortable with the website's design, navigation, and security. Often, e-commerce companies assess these key determinants differently than customers do, with customers placing more value on convenience and interface design compared to factors such as price. This study is significant in helping e-commerce companies understand the importance of improving user experience to retain and enhance customer loyalty. Consequently, e-commerce companies need to be more responsive to customer needs and preferences, adjusting their management strategies to improve competitiveness in the increasingly competitive e-commerce ecosystem.