Customer Experience, Customer Engagement, and Customer Loyalty in Indonesian E-Commerce Online Retail: A Descriptive Study

Abstract

E-commerce market growth in Indonesia urges e-commerce players, especially online retailers, to implement strategies which can foster customer loyalty. Customer experience and engagement strategies can be implemented with the support of digital technologies. This research measures the digital technology, customer experience, customer engagement, firm reputation, and customer loyalty in online retailing in Indonesia. This research was conducted descriptively on e-commerce customers who had made transactions in e-commerce platforms with online retailers selling fashion and beauty products. Total respondent in this research is 505 and 400 questioner data are complete to process in statistic tools. The results of this research showed that the first and second most dominant factors of digital technologies in online retailing were interactivity and ease of use, respectively. Meanwhile, personalization still needs some improvement. The first and second most dominant customer experience dimensions were the pragmatic and sensory ones, while the relational dimension contrarily exhibited low performance. Cognitive engagement of customers was the most dominant factor, followed by emotional and behavioral engagement.