Customer Experience and Brand Loyalty in the Era of E-Commerce - A quantitative study of consumer behavior in digital marketplace.

Abstract

This research explores the impacts of customer experience and brand loyalty on the effectiveness of the e-commerce platform. It is more crucial than ever for businesses to know what brings customers back, because online shopping is ballooning, and the competition is only getting tougher. Therefore, this paper exclusively focuses on how online platforms can improve their services in order to build more resilient and prolonged customer relationships.

This study is grounded on the Expectation Confirmation theory, which states that customer satisfaction and loyalty are affected based on whether their expectations are met. A quantitative approach was applied using a Google Forms questionnaire. The analyses were conducted through descriptive analysis and correlation to evaluate the data and identify key trends and relationships between customer satisfaction, personalization, and data privacy concerns.

The overall mean score of 2.82 suggests low to moderate customer satisfaction. Personalized recommendations received the lowest rating (mean = 2.44), indicating dissatisfaction and a need for more relevant content. On the other hand, data protection scored relatively high (mean = 4.08), though concerns about data privacy remain. These findings emphasize the importance of improving personalization and maintaining strong data security to enhance customer trust and loyalty in e-commerce.