Customer experience in electronic retailing: A research on customer satisfaction, trust and effects on repurchase

In the last twenty years, the retailing sector is in a rapid transformation towards e-retailing due to the growth and increasing number of businesses that are having sales through digital channels. This study aims to reveal the effect of the experiences of customers served by e-retailers on customer satisfaction. In addition to this, the relationships between the factors which affect customer satisfaction, trust and repurchasing behaviour are analyzed. Moreover, the effect of demographic characteristics of consumers on purchasing decisions is also examined. The research was conducted on individuals who live in Izmir and shop through digital channels. 602 questionnaires from those who were reached using the convenience sampling method were evaluated. The collected data were analyzed using the SPSS 21 program. As a result of the research, it is revealed that customer experience affects customer satisfaction and trust; and the mediating role of the customer trust on the repurchasing behaviour is located and identified. The research finds out that the most influential factors on customer trust are perception-related factors.