The impact of online customer experience on customers' repurchase intention in Hue city

Abstract

This study aims to analyze the impact of online customer experience on customers' repurchase intention. The research utilized data from a survey of 318 customers who had previously engaged in online shopping in Hue City and applied structural equation modeling to test the research hypotheses. The results indicate that repurchase intention is positively influenced by three factors, including customer experience, satisfaction, and product quality, with customer experience having the most significant impact. The factors that positively affect customer experience include interaction, trust, perceived value, and product quality. The study also confirms the strong influence of customer experience on satisfaction. The findings suggest that a positive customer experience is the most potent factor affecting customers' repurchase intention in the context of online shopping. Therefore, businesses need to develop strategies focused on enhancing customer experience to cultivate a loyal customer base. This involves optimizing the user interface, strengthening security and transaction safety, building a professional customer service team, improving return and exchange policies to increase perceived value, and maintaining high product quality. By implementing these strategies, companies can attract and retain loyal customers, ensuring long-term revenue stability.