Exploring the Linkages between Website Characteristics, Customer Experience, and Brand Engagement

• Autores: Jalal Rajeh Hanaysha, Osman Gulseven
• Localización: UCJC Business & Society Review, ISSN-e 2659-3270, Vol. 21, Nº. 82, 2024, págs. 84-121
• Idioma: inglés
• Títulos paralelos:
  • Explorando los Vínculos Entre las Características del Sitio Web, la Experiencia del Cliente y el Compromiso con la Marca
• Enlaces
  • Texto completo
• Resumen
  • español

    El objetivo principal de esta investigación es investigar el impacto de las características del sitio web (seguridad percibida, calidad de la información y calidad del sistema) en la experiencia del cliente en el contexto minorista en línea. También pretendía confirmar si la experiencia del cliente tiene algún impacto en el compromiso con la marca. Se utilizó una encuesta estructura-da para recopilar las respuestas de los clientes de minoristas en línea en los Emiratos Árabes Unidos. El procedimiento de recopilación de datos se implementó mediante la administración del cuestionario a los encuestados seleccionados en línea (a través de canales de redes sociales y correo electrónico). Sin embargo, después de múltiples intentos sólo se obtuvieron 406 respuestas válidas. Los datos obtenidos fueron analizados a través del software de SmartPLS. Según el análisis, se encontró que el efecto de la calidad de la información en la experiencia del cliente es significativo. Los resultados también confirmaron que la calidad del sistema y la seguridad percibida tienen efectos positivos y significativos en la experiencia del cliente. Por último, los resultados mostraron que la experiencia del cliente influye positivamente en el compromiso con la marca. Este estudio ofrece información útil a los especialistas en marketing de la industria minorista al comprender la importancia de las características del sitio web para mejorar la experiencia del cliente y reforzar el compromiso favorable con la marca.

  • English

    The primary purpose of this study is to explore the impact of website characteristics (perceived security, information quality, and system quality) on customer experience in the online retail context. It also intended to confirm if customer experience has any impact on brand engagement. A structured survey was used for gathering the responses from customers of online retailers in the UAE. Data gathering procedure was implemented via administering the questionnaire to the targeted respondents online (via social media channels and email). However, after multiple attempt only 406 valid responses were obtained. The obtained data was analyzed through the software of SmartPLS. According to the analysis, it was shown that the effect of information quality on customer experience is significant. The results also confirmed that system quality and perceived security have both positive and significant effects on customer experience. Lastly, the results depicted that customer experience positively influences brand engagement. This study offers useful insights to the marketers in retail industry by understanding the significance of website characteristics in enhancing customer experience and reinforcing favourable brand engagement

• Referencias bibliográficas
  • Abou-Shouk, M. A., & Khalifa, G. S. (2017). The influence of website quality dimensions on e-purchasing behaviour and e-loyalty: a comparative...
  • Aggarwal, A., & Rahul, M. (2018). The effect of perceived security on consumer purchase intensions in electronic commerce. International...
  • Ahn, T., Ryu, S., & Han, I. (2004). The impact of the online and offline features on the user acceptance of Internet shopping malls. Electronic...
  • Alonso-Garcia, J., Pablo-Marti, F., Núñez-Barriopedro, E., & Cuesta-Valiño, P. (2023). Digitalization in B2B marketing: omnichannel management...
  • Ariffin, S. K., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal...
  • Bhattacharya, S., & Sharma, R.P. (2022). Advanced Services Accelerating Servitization: A Review Synthesis and Future Research Agenda",...
  • Belanger, F., Hiller, J. S., & Smith, W. J. (2002). Trustworthiness in electronic commerce: the role of privacy, security, and site attributes....
  • Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified customer experience in online shopping environments: Antecedents...
  • Burke, R. R. (2002). Technology and the customer interface: what consumers want in the physical and virtual store. Journal of the academy...
  • Castillo-Abdul, B., Pérez-Escoda, A., & Núñez-Barriopedro, E. (2022). Promoting social media engagement via branded content communication:...
  • Chen, J. S., Tsou, H. T., Chou, C. Y., & Ciou, C. H. (2020). Effect of multichannel service delivery quality on customers’ continued engagement...
  • Chen, X., Huang, Q., & Davison, R. M. (2017). The role of website quality and social capital in building buyers’ loyalty. International...
  • Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How do product recommendations affect impulse buying? An empirical study on WeChat social...
  • Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect,...
  • Chiu, H. C., Hsieh, Y. C., & Kao, C. Y. (2005). Website quality and customer's behavioural intention: an exploratory study of the...
  • Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., García-Henche, B., & Núñez-Barriopedro, E. (2024). The impact of corporate social responsibility...
  • Dai, B. (2007). The impact of online shopping experience on risk perceptions and online purchase intentions: The moderating role of product...
  • DeLone, W. H., & McLean, E. R. (2004). Measuring e-commerce success: Applying the DeLone & McLean information systems success model....
  • Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece. Management Research...
  • Dogra, N., & Adil, M. (2024). Should we or should we not? Examining travelers' perceived privacy, perceived security and actual behavior...
  • Eren, B. A. (2024). QR code m-payment from a customer experience perspective. Journal of Financial Services Marketing, 29(1), 106-121.
  • Fan, X., Chai, Z., Deng, N., & Dong, X. (2020). Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive...
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal...
  • Gao, J., Zhang, C., Wang, K., & Ba, S. (2012). Understanding online purchase decision making: The effects of unconscious thought, information...
  • Grange, C., & Barki, H. (2020). The nature and role of user beliefs regarding a website's design quality. Journal of Organizational...
  • Grewal, D., & Levy, M. (2009). Emerging issues in retailing research. Journal of retailing, 85(4), 522-526.
  • Cuesta-Valino, P., Gutiérrez-Rodríguez, P., Núnez-Barriopedro, E., & García-Henche, B. (2023). Strategic orientation towards digitization...
  • Hair, J. F., Jr., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate data analyisis (7th edition), Upper...
  • Hair J. F., Hult G. T. M., Ringle C. M., & Sarstedt M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM)...
  • Harman, H. H. (1967). Modern factor analysis. Chicago, IL: The University of Chicago Press.
  • Hartmann, J., De Angeli, A., & Sutcliffe, A. (2008, April). Framing the user experience: information biases on website quality judgement....
  • Honora, A., Chih, W. H., & Ortiz, J. (2023). What drives customer engagement after a service failure? The moderating role of customer...
  • Hsu, C. L., Chen, Y. C., Yang, T. N., & Lin, W. K. (2017). Do website features matter in an online gamification context? Focusing on the...
  • Izogo, E. E., & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market: Towards a conceptual model. Journal...
  • Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience–a review and research agenda. Journal of Service Theory and Practice, 27(3),...
  • Jaiswal, S., & Singh, A. (2020). Influence of the determinants of online customer experience on online customer satisfaction. Paradigm,...
  • Kim, S., & Stoel, L. (2004). Apparel retailers: Website quality, dimensions and satisfaction. Journal of Retailing and Consumer Services,...
  • Lee, Y. W., Strong, D. M., Kahn, B. K., & Wang, R. Y. (2002). AIMQ: a methodology for information quality assessment. Information &...
  • Liang, C. J., & Chen, H. J. (2009). A study of the impacts of website quality on customer relationship performance. Total Quality Management,...
  • Mirkovski, K., Rouibah, K., Lowry, P., Paliszkiewicz, J., & Ganc, M. (2024). Cross-country determinants of citizens'e-government reuse...
  • Mofokeng, T. E. (2023). Antecedents of trust and customer loyalty in online shopping: The moderating effects of online shopping experience...
  • Nguyen, T. M., Quach, S., & Thaichon, P. (2022). The effect of AI quality on customer experience and brand relationship. Journal of Consumer...
  • Núnez-Barriopedro, E., Cuesta-Valiño, P., & Mansori-Amar, S. (2023). The role of perceived usefulness and annoyance on programmatic advertising:...
  • Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions....
  • Parasuraman A., Zeithaml V. A., & Malhotra A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal...
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review...
  • Ponte, E. B., Carvajal-Trujillo, E., & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase...
  • Pour, M. J., Rafiei, K., Khani, M., & Sabrirazm, A. (2021). Gamification and customer experience: the mediating role of brand engagement...
  • Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal...
  • Punyatoya, P. (2018). Effects of cognitive and affective trust on online customer behavior. Marketing Intelligence & Planning, 37(1),...
  • Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing-ESIC,...
  • Salunke, P., & Jain, V. (2022). Instagram Marketing (2015–2021): A Review of Past Trends, Implications, and Future Research. Rana, S.,...
  • Sharma, V. M., & Klein, A. (2024). A signaling theory-based analysis of website features, investment perception and trust propensity in...
  • Shin, J. W. (2021). Mediating effect of satisfaction in the relationship between customer experience and intention to reuse digital banks...
  • Shobeiri, S., Mazaheri, E., & Laroche, M. (2018). Creating the right customer experience online: The influence of culture. Journal of...
  • Strzelecki, A., & Rizun, M. (2020). Consumers’ security and trust for online shopping after GDPR: examples from Poland and Ukraine. Digital...
  • Thongmak, M. (2022). Influence of post types on Facebook engagement: the moderating roles of brand category and brand internationalisation....
  • Tran, V. D. (2020). The relationship among product risk, perceived satisfaction and purchase intentions for online shopping. The Journal of...
  • Tsao, W. C., Hsieh, M. T., & Lin, T. M. (2016). Intensifying online loyalty! The power of website quality and the perceived value of consumer/seller...
  • Xu, J., Benbasat, I., & Cenfetelli, R. T. (2013). Integrating service quality with system and information quality: An empirical test in...
  • Yenisey, M. M., Ozok, A. A., & Salvendy, G. (2005). Perceived security determinants in e-commerce among Turkish university students. Behaviour...
  • Zaid, S., & Patwayati, P. (2021). Impact of customer experience and customer engagement on satisfaction and loyalty: A case study in Indonesia....
  • Zha, X., Yang, H., Yan, Y., Liu, K., & Huang, C. (2018). Exploring the effect of social media information quality, source credibility...
  • Zhang, W., Siyal, S., Riaz, S., Ahmad, R., Hilmi, M. F., & Li, Z. (2023). Data security, customer trust and intention for adoption of...
  • Zhou, T., Li, H., & Liu, Y. (2010). The effect of flow experience on mobile SNS users' loyalty. Industrial Management & Data Systems,...