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Determinants of online journey and its influence on online customer satisfaction associated with online customer loyalty

Author

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  • Siti Nurlaela
  • Ujang Sumarwan
  • Mukhamad Najib

Abstract

The purposes of this study are to identify the determinants of online journey and investigate its influence to online customer satisfaction and loyalty in the Indonesian online shop context. We develop the online journey model by Mangiaracina et al. (2009): site landing, product discovery, product presentation, cart management, and check-out. The delivery stages added to complete the journey. SEM analysis used to identify the positive influence of latent variables. The results showed that four stages of online journey had a significant positive effect on online customer satisfaction, i.e., product discovery, product presentation, cart management, and delivery. Moreover, online customer satisfactions influence the online customer loyalty significantly. It indicates that online journey important to consider in monitoring the online customer satisfaction and loyalty. The online shop companies can evaluate their service quality by online journey model. The magnitude of determinants influences can be indicator to set the customers experience improvement priorities.

Suggested Citation

  • Siti Nurlaela & Ujang Sumarwan & Mukhamad Najib, 2019. "Determinants of online journey and its influence on online customer satisfaction associated with online customer loyalty," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 10(3), pages 230-243.
    • Handle: RePEc:ids:ijemre:v:10:y:2019:i:3:p:230-243
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    Citations

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    Cited by:

    1. Mukhamad Najib & Abdul Aziz Abdul Rahman & Abror Abror & Riani Rachmawati & Megawati Simanjuntak & Prita Prasetya & Dwi Suhartanto & Farah Fahma, 2021. "Leaders’ Support of Sustainable Innovation and Business Sustainability in Developing Countries: Evidence from Small and Medium Food Processing Enterprises," Sustainability, MDPI, vol. 13(23), pages 1-19, November.
    2. Mukhamad Najib & Abdul Aziz Abdul Rahman & Farah Fahma, 2021. "Business Survival of Small and Medium-Sized Restaurants through a Crisis: The Role of Government Support and Innovation," Sustainability, MDPI, vol. 13(19), pages 1-16, September.

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