Research on the Influence of Customer Experience upon Brand Loyalty of B2C Website

DOI

10.2991/icpel-16.2016.2How to use a DOI?

Keywords

customer experience, brand loyalty, B2C website,suggestions

Abstract

In order to enhance customer's brand loyalty of B2C website and improve customer's repeat purchase rate in the website, this research based on the perspective of customer's online shopping experience. To conclude the influencing factors of consumer's brand loyalty to B2C website: website experience, logistics experience, product experience and after-sales experience. Finally, corresponding countermeasures and suggestions are proposed to improve customer's experience and brand loyalty to B2C website. Such as enhance the responsiveness of website's services, strengthen website's sensory experience; improve the order processing speed and the logistics service quality; rich the product information of website, provide competitive products; improve the quality of after-sales service, shape excellent service brand. This paper's innovation is that Consumers' shopping experience was analyzed from the online experience to offline experience.ÿTherefore, the conclusions can be applied to B2C website in some degree.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yi Yang
AU  - Yao Cai
PY  - 2016/05
DA  - 2016/05
TI  - Research on the Influence of Customer Experience upon Brand Loyalty of B2C Website
BT  - Proceedings of the 2016 International Conference on Politics, Economics and Law (ICPEL 2016)
PB  - Atlantis Press
SP  - 5
EP  - 8
SN  - 2352-5398
UR  - https://doi.org/10.2991/icpel-16.2016.2
DO  - 10.2991/icpel-16.2016.2
ID  - Yang2016/05
ER  -