Unpacking Customer Experience in Online Shopping: Effects on Satisfaction and Loyalty

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Survey analysis reveals how digital interfaces drive customer satisfaction and loyalty in online shopping.

Customer satisfaction (CS) and customer loyalty (CL) are significantly influenced by customer experience (CX).
The model explains 62.6% of CX, 70.1% of CS, and 66.7% of CL based on survey data from Portuguese online shoppers.
Analysis utilized PLS-SEM to test the formative–reflective framework regarding online shopping attributes.
Findings highlight the importance of interactivity and security for enhancing customer experiences in digital retail.

Pires et al. (2025) studied this question.

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